Coke Zero Brand Identity Guidelines PDF

Coca-Cola Zero
Brand Identity and Design Standards

v1.0
Confidential | ©2009 The Coca-Cola Company. All Rights Reserved.

Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009
Contents
Please note that updates to the Brand Identity and Design

Standards will only be made once per year.
Strategic Overview......................................................... 1.0
Identity Standards:
Core Brand Elements and Standards ............................ 2.0
Packaging Design Standards ........................................ 3.0
Point-of-Sale Design Standards .................................... 4.0
Equipment Design Standards ........................................ 5.0
Signage Design Standards ............................................ 6.0
Fleet Design Standards ................................................. 7.0
Trademark Usage Requirements ................................... 8.0
Identity Standards Management Team and Process .... 9.0
Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009
Strategic Overview 1.0
Simply put, the Brand Identity and Design Standards exist to provide clear, reliable and enduring
guidance on how to use the Brand Elements and how to design for the Coca-Cola Zero Brand
Identity around the world.
The importance of the Brand Standards, however, is anything but utilitarian. They are central to our
ongoing commitment to:
1. Maintain authenticity and build Brand equity;
2. Leverage the scale of our System across all markets;
3. Provide more consistency and quality; and
4. Facilitate increased System productivity.
Understanding how the Brand Standards fit into and affect all Brand touchpoints is a precursor to
using the Brand Standards. This chapter examines both.
Contents
What is a Brand Identity? .......................................................1.02
Why Do We Need Identity and Design Standards? ...............1.03
Who Should Use These Identity and Design Standards? ......1.04
Identity and Design Standards: Foundation ...........................1.05
Design Principles ....................................................................1.06
Strategic Framework: Overview .............................................1.07
Strategic Framework: Applied ................................................1.08
Making the Identity and Design Standards a

System-wide Success.............................................................1.09
What is a Brand Identity?

A brand identity is the totality of all touchpoints (media,
platforms, channels). A brand identity is experienced byy Core Brand Elements
those who come into contact with the brand and influences
their opinion of that brand.
Central to all touchpoints are the brand’s defining – or

core – elements, the visual keys to creating an integrated,
distinctive and differentiated brand.
Core Brand Elements in Execution
Why Do We Need Identity and Design Standards?

The Coca-Cola Zero Brand Identity is an inextricable part of
the Brand’s equity and profoundly impacts how consumers
experience it. All executions that utilize Coca-Cola Zero are
part of the Brand Identity, as they are what consumers see
and associate with Coca-Cola Zero.
System-wide Identity and Design Standards are a longstanding

The Identity and Design Standards Better Position the Company to:
part of our heritage and essential to building strong global
Brands. They empower markets to build from universal rules 1. Maintain Authenticity and Build Equity
and conventions so that the Brand Identity is experienced Both are crucial to reinforcing and increasing the relevance of the
consistently worldwide on a daily basis and protected
across every touchpoint.
Brand to our consumers. The better we represent the Brand, the
better we can increase mindshare and protect the Brand Identity
from dilution.
2. Leverage the Scale of our System Across All Markets

We have an exceptional System in place around the globe; Identity
and Design Standards provide equally exceptional and efficient
means to leverage it for greater consistency and speed to market.
3. Provide More Consistency and Quality Across the System

The higher our System-wide consistency and efficiencies, the
stronger the connection that consumers draw from all they see and
hear, creating more inherent value in the Coca-Cola Zero Brand to
benefit the entire System.
4. Facilitate Increased System-wide Productivity

Consistencies achieved through System-wide Standards allow
for longer-lasting materials and potential reuse, thus saving time
and money.
Who Should Use These Identity and Design Standards?

The short answer is: anyone who activates anything for
the Brand Coca-Cola Zero.
More specifically, the Brand Standards should be used

by all Company functions and the Bottling System, as
well as all partners, agencies and other parties involved
in any Coca-Cola Zero touchpoint. The Bottling System
Always use the latest version of the Brand Standards
available on the Coca-Cola Zero Brand Identity and Design
Standards website.
Always make sure partners, agencies and third parties have

the latest version of the Brand Standards. Before they can
obtain access, all third parties must agree to keep the Brand
Coca-Cola Zero
Standards confidential.
Brand Identity and Design Standards
v1.0
In addition, be sure to seek local guidance for:
• Compliance with local legal regulations and mandates;
• Local legal approval of all materials prior to use in the Company Partners,
marketplace; and Functions Agencies
• Alignment of the communication objectives for your
market and/or Brands.
Confidential | ©2009 The Coca-Cola Company. All Rights Reserved.
All Other Parties
Identity and Design Standards: Foundation

As with all expressions of the Brand, the Identity and Design
Standards align with the Coca-Cola Zero Brand Vision and ARCHETYPE: Explorer BRAND IDENTITY SYSTEM
Architecture (BVA), as shown here. PERSONALITY & CHARACTER Black, Bold, Confident
Maverick, Unconventional, Bold Contour, Dynamic Ribbon
The Coca-Cola Zero Brand is positioned to target 18-24 year Smart, Humorous, Masculine, BRAND VISION
with a Clear Purpose BRAND VISIO
old males who are fueled by an unprecedented belief in what Coca-Cola Zero Is
they can achieve, and driven by an impatience with the status A Beacon Of Possibilities
quo. Coca-Cola Zero speaks to individuals who are in their
formative years of change and discovery, and who are
actively taking the lead in determining who they can be. MARKET BRAND PEOPLE
Category Insight Highest Emotional Ground Human & Cultural Context
Always refer to SparkCity for the most recent version of the
BVA.
Neither a Diet Nor a Regular,
Coca-Cola Zero has the Opportunity Optimism Today’s Youth Have Thrown
Away The Rulebook
to Redefine the Category
Coca-Cola Zero Fusion of Taste, Zero Fueled by an unprecedented belief in
Sugar and a Bold Youthful Image, what they can achieve; enabled by
Consumer Experience & Drivers their unlimited access to information
Make it a Truly Unique Propostion
Making Possibilities technology and driven by their
impatience with the status quo, they
A Reality actively define what’s possible
Competitive Environment Inspiring you to create and explore
new paths that expand what’s
Game Changing Brands possible in the world.
That Are Battling For 21st Century With one single purpose: Target
Youth (Obama, Apple...) TO CREATE A BETTER REALITY Explorers, Creators, Open-Minded
The Battle For Share of Heart & Mind – FOR ME, MY WORLD, THE WORLD – Experience Seekers
Will Deliver Share Of
Stomach & Wallet In the formative years of change
and discovery and motivated by their
Product & Brand Truths need for self determination...
they are actively taking the lead
Great Tasting Refreshment. on determining who they can be.
Impulsive stars 18-24 M
Great Coke Taste, Zero Sugar, Uplifting (Halo to Wishful Wanabees)
Refreshment (Physical & Emotional),
Authentic, Bold, Unconventional,
Youthful.
AMBITION
Business: Deliver 1 Billion UC by 2012 and become the #2 Coke TM Brand By 2020.
Brand: Move from a great tasting diets & lights brand to a game changing brand
that inspires a new generation to define their own new positive reality.
Coca-Cola Zero: Brand Vision and Architecture (BVA)
Design Principles
The Coca-Cola Zero Design Principles help to focus
and clarify what is – and is not – Coca-Cola Zero.
These Principles drive the design of all touchpoints for

the Coca-Cola Zero Brand.
Apply these Principles whenever new executions are created.

Everything that has anything to do with the Brand must align The Coca-Cola Zero Design Principles
with them.
1. Bold Simplicity
A return to clarity; removal of all extraneous noise and static around
the Brand to find the bold, simple essence of Coca-Cola zero.
2. Real and Genuine

Driven by self-determination, Coke Zero defines a unique path to a greater
destiny in a style that is true to self.
3. Own Black
At every touch point, we will leverage the bold and confident vitality of
Coke Zero Black around the world. Additionally, we will continue to
integrate the thread of Red into everything we do.
4. Bold and Unexpected

Coca-Cola Zero displays its maverick character in an unpredictable journey
of discovery. Coke Zero has license to explore new paths and expand
what’s possible.
Strategic Framework: Overview

The Strategic Framework is the means by which we
ensure the Brand Identity is experienced consistently by BVA
consumers and protected at every touchpoint.
Design Principles
1. The BVA, Design Principles and Identity Standards
are part of the Coca-Cola Zero Brand. Everything Identity Standards
created for the Brand ensues from them. The preceding (Core Brand Elements and Standards)
page reviews the Design Principles.
2. The Design Standards further define and articulate

Identity Standards for all Brand executions in
categories such as Packaging, POS and Equipment.
Design Standards
3. All work done across the Brand should directly leverage
Tier 1 and Identity Standards. It should also refer to
the Design Standards for touchpoints that are covered (Packaging, Equipment, Signage, Fleet)
in depth there.
Sustaining Campaigns Properties Customer
Promotions
Strategic Framework: Applied

1. The BVA, Design Principles and Identity Standards are
part of the Coca-Cola Zero Brand. Everything BVA
created for the Brand ensues from them.
Design Principles
2. The Design Standards further define and articulate
Identity Standards for all Brand executions in Identity Standards
categories such as Packaging, POS and Equipment. (Core Brand Elements and Standards)
3. All work done across the Brand should directly leverage
Tier 1 and Identity Standards. It should also refer to
the Design Standards for touchpoints that are covered
in depth there.
Design Standards
Packaging Equipment Signage Fleet
Sustaining Campaigns Properties Customer
Promotions
Making the Identity and Design Standards a System-wide Success

• Always consult the Identity and Design Standards • Consult chapters 3.0 – 7.0 for specific information on • See the Contents page for a complete list of topics in this
before embarking on new work. It is each individual’s Graphics Application across the main touchpoints of document and their locations. Main chapters include:
responsibility to ensure that all work is created in compliance the Brand – including, for the first time, guidance on 1.0 Strategic Overview
with the Brand Standards. Proprietary Form for Packaging and Equipment. 2.0 Identity Standards: Core Brand Elements and Standards
3.0 Packaging Design Standards
• Ensure that any agency or partner who is working on or • Careful and thorough review of the Brand Standards 4.0 Point-of-Sale Design Standards
creating something for the Brand has reviewed and should answer most if not all questions that typically 5.0 Equipment Design Standards
understands how the Identity and Design Standards relate arise in the course of creating and producing work. 6.0 Signage Design Standards
to their work. Agencies and partners should only access the Should circumstances necessitate a request for specialized 7.0 Fleet Design Standards
Brand Standards if they have entered into a confidentiality guidance or an exception, the protocol described in the 8.0 Trademark Usage Requirements
agreement with The Coca-Cola Company. Identity Standards Management Team and Process chapter 9.0 Identity Standards Management Team and Process
(9.0) must be followed.
• Refer often to Chapter 2.0, Core Brand Elements and
Standards. This chapter reviews in detail the proper usage • All advertising materials shown in this document are
of these building blocks of Brand-authentic and consistent for purposes of illustrating the Brand Standards. None
designs, setting the stage for using all other chapters in of them can be used in the marketplace unless they are
the Brand Standards. reviewed and approved by your local legal counsel.
Identity Standards: 2.0
Core Brand Elements and Standards
Identity Standards: Core Brand Elements and Standards 2.01
Contents
Overview 2.02 Backgrounds: Flat Colors....................................................... 2.37
Product Photography Art Direction ...................................... 2.38
Coca-Cola Zero Logo 2.03 Contour Glass Bottle Photography ...................................... 2.39
Colors 2.04 Photography Details ............................................................ 2.40
Clear Space, Minimum Size, ® Scaling 2.05 Cans, PETs, Other Packaging ............................................. 2.41
Don’ts 2.06
Horizontal Limited Use 2.07
Horizontal Safe Area 2.08
Lock-up Specifications 2.09
20º Angled Logo 2.10
20º Safe Area 2.11
20º Cropping & Position 2.12
Lock-up Specifications 2.13
Horizontal Limited Use 2.14
Horizontal Safe Area 2.15
Contour Bottle Symbol 2.16
Contour Bottle Symbol with Coca-Cola Zero Logo 2.17
Colors 2.18
Clear Space, Safe Area 2.19
Minimum Size 2.20
Dynamic Ribbon 2.23
Cropping 2.24
Colors, Usage 2.25
Lock-up Specifications 2.26
Don’ts 2.28
Arden Square 2.29
Colors 2.30
Clear Space, Minimum Size 2.31
Don’ts 2.32
Color Palette 2.33
Don’ts 2.34
Typography 2.35
Headlines and Body Copy 2.36
Don’ts 2.37
Overview
Core Brand Elements are the building blocks of the Brand
Identity and Design Standards. These simple and timeless
elements play an inextricable role in portraying and protecting our
Brand across all touchpoints.
Consistently using a common set of elements enables

integrated marketing communications, innovation and maximum
System scale. It is therefore essential that any work for
the Coca-Cola Zero Brand be approached in a manner that:
• Faithfully applies the Identity Standards for the Core Brand
Elements, while
• Reinforcing the Design Principles (reviewed in the Strategic
Overview Chapter 1.0).
This chapter provides an overview of each Core Brand Element –

heritage, equity, relevance – and standards for using them.
Approved digital files of the Core Brand Elements, customizable

graphics and design templates for Packaging, POS and
Equipment are available on the Design Machine website at
www.coca-coladesignmachine.com. Please use only the approved
versions supplied there.
Coca-Cola Zero Logo

The Coca-Cola Zero Logo is the primary asset for the
Coca-Cola Zero Brand and is the preferred Logo to
represent this Brand.
The Spencerian Script, carried over from the Coca-Cola Brand,

is visually locked together with the “Zero” Logo, which is
designed to express the bold confidence and masculinity of
the Brand. Together they form a holistic representation of the
Coca-Cola Zero Brand that reflects the heritage of the original
Coca-Cola Trademark.
The Spencerian Script that is used for the

Coca-Cola Trademark should never be used for anything
other than the trademarks incorporating “Coca-Cola”
and “Coke,” as well as the trade names of
The Coca-Cola Company, its subsidiaries and its Bottlers.
We are committed to using the Coca-Cola Zero Logo in its

purest original form. By boldly using the Script and "Zero"
lockup on its own or in combination with other elements, we
can create executions that retain the true essence of the
Coca-Cola Brand, yet fashions an enduring and unique vision
for the Coca-Cola Zero Brand.
Use only the approved versions of the Coca-Cola Zero Logo

available on the Design Machine website.
Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Colors 2.04
Colors
• Color executions of the Coca-Cola Zero Logo include the
standard Logo on a white background and the reversed
Logo in Coke Red and white on a black background only,
as described at right.
• The Coca-Cola Zero Logo must never be shown in other
Standard Coca-Cola Zero Logo
colors, even if they are within the Brand color palette.
Coke Red and black on a
• The Coca-Cola Zero Logo must never be shown on white background.
backgrounds other than those shown here.
Exceptions
• For media in which color is not an option (e.g., a black-
and-white print ad), use either the restricted-use
Coca-Cola Zero Logo or the restricted-use reverse
Coca-Cola Zero Logo described at right. Reversed Coca-Cola Zero Logo
• For premiums, architectural details or other applications Coke Red and white on a black
background.
where the Coca-Cola Zero Logo is etched, embossed,
sandblasted or spot varnished, the color can be the same
as the substrate of the material used.
Restricted-use Coca-Cola Zero Logo

Black on a white background.
Restricted-use Reversed
Coca-Cola Zero Logo
Reversed from a black background.
Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo 2.05
Clear Space, Minimum Size, TM Scaling, Cropping

Clear Space 1h 1h
Surround the Coca-Cola Zero Logo with clear space that is,
at a minimum, “hyphen height” – i.e., equal to the height
of the hyphen connecting “Coca” and “Cola.” 1h
Minimum Print Size

• For the Coca-Cola Zero Logo: at least 15.875 mm 1h
(.625 inches) wide.
• For the TM: at least 1 mm (.04 inches) in diameter.
Minimum Onscreen Size

• Display the Coca-Cola Zero Logo at least 100 pixels wide
and the TM at least 6 pixels in diameter. 1h
• Always view PDFs of the Brand Standards at 100% for Clear Space = h Distance
proper reference.
TM Scaling
• Align the top edge of the TM with the top of
the “o” in “Zero.”
• When using the Coca-Cola Zero Logo in smaller sizes,
scale up the TM as needed to ensure legibility. Always scale
the TM from the top edge. Minimum Print Size
• Make sure the clear space between the TM and the end
of the “o” in “Zero” equals at least 1/4 of the diameter of
the TM and that it is no further away than one full diameter
of the TM.
Cropping
• The Coca-Cola Zero Logo must not be cropped in any Minimum Onscreen Size
permanent executions, such as signage, vending or fleet.
• In the case of temporary executions, exceptions to this TM Scaling (Coca-Cola Zero Logo)
rule may be granted if the market is considered mature
from a Brand equity perspective. Exceptions are meant to
have a maximum life of 3 months in market and each
exception should only happen once a year. Refer to the
Identity Standards Management Team and Process chapter
(9.0) for more information on submitting exception requests.
Identity Standards: Core Brand Elements and Standards_Coca-Cola
_SpencerianZero Logo
Script 2.06
Don’ts
Do not use any other version of the Do not remove or reposition the TM. Do not add elements. Do not add glows to the Do not add strokes or outlines to the
Coke Logo. This includes variants in Coca-Cola Zero Logo. Coca-Cola Zero Logo.
existing Brand Elements or lock-ups.
Do not scale/resize the Coca-Cola Zero Logo Do not rotate the Coca-Cola Zero Logo, Do not skew the Coca-Cola Zero Logo or Do not distort the Coca-Cola Zero Logo. Do not use unspecified colors.
disproportionately. except for 2° counter clockwise rotations. create false perspectives.
Do not enlarge Zero separately. Do not reduce zero separately. Do not create a black disk icon. Do not place on any color other than black.
Horizontal Limited Use

To the right is a single line, horizontal version of the
Coca-Cola Zero Logo which has been specifically designed
with limited use in mind.
Primarily, this version of the Coca-Cola Zero Logo should be

used for shelf-strips, or in a horizontal format where space is
limited and maximum impact is required.
The black background shown in Ref. 2 is preferred. Your choice

of Coca-Cola Zero Logo (Ref. 1 & 2) should be made based 1.
upon the application - visibility and legibility should always be
maintained.
The Coca-Cola Zero Logo Lock-up should not be altered.
2.
3.
4.
Identity Standards: Core Brand Elements and Standards _Coca-Cola Zero Logo 2.08
Horizontal Safe Area

The minimum required clear space forthe Coke Zero Horizontal
Logo is equal to the height of the hyphen located between
“Coca” and “Cola.”
Lock-up Specifications
Apply the standards below when pairing the Coca-Cola Zero Vertical Lock-ups Horizontal Lock-up
Logo with the logo of another company for co-branding • The Coca-Cola Zero Logo must always sit above the other logo.
and partnership purposes. • The clear space distance between the Coca-Cola Zero Logo
and the logo beneath it must be equal to 6 times the height of
A legal line is a statement appearing in footnote form in the hyphen connecting “Coca” and “Cola.” This clear space
an advertisement or on packaging that indicates the identity area is shown to the right as ‘6 h.’
of the trademark owner. Generally, legal lines are • A black horizontal rule must bisect the clear space between
recommended although no longer required for use on the two logos.
packaging, advertisements, POS and promotional materials • The width of the horizontal rule must equal the distance from
for TCCC products when those are the only product the leftmost edge of the capital “C” in Coca to the rightmost
trademarks depicted in the materials. However, if TCCC edge of the flourish of the capital “C” in “Cola.”
trademarks are depicted with trademarks for third party • The other logo must be centered directly beneath the
products, then use of a legal line is required. Please consult center point of the Coca-Cola Zero Logo, as shown in the
the Trademark Usage Requirements chapter (8.0) for further illustration at right.
information. • The size height of the other logo must never exceed the
height of the Coca-Cola Zero Logo.
Vertical Lock-up
Horizontal Lock-ups
• The Coca-Cola Zero Logo must always sit to the left of the Consider the overall effect of the pairing of the
other logo. Coca-Cola Zero Logo and the other logo when adjusting
• The clear space distance between the Coca-Cola Zero Logo the size of the latter. If the Coca-Cola Zero Logo seems in
and the other logo must be equal to 6 times the height of any way overpowered by the other logo, reduce the size
the hyphen connecting “Coca” and “Cola.” This clear space of the latter until a balanced pairing is achieved.
area is shown to the right as ‘6 h.’
• The clear space begins at the end of the flourish of the
capital “C” in “Cola” and terminates at the leftmost edge of
the other logo.
• A black vertical rule must bisect the clear space between
the two logos.
• The height of the vertical rule must equal the height of the
Coca-Cola Zero Logo; i.e., the distance from the baseline of
the Coca-Cola Zero Logo to top edge of the capital “C” in “Cola.”
• The baseline of the other logo must always sit even with
the baseline of the Coca-Cola Zero Logo.
• The size height of the other logo must never exceed the
height of the Coca-Cola Zero Logo.
20 Angled Logo
This 20º angled Logo should only be used on temporary materials.
The black background shown in Ref. 2 is preferred. Your choice

of Logo (Ref. 1 & 2) should be made based upon the application.
– Visibility and legibility should always be maintained. Please
see application examples for guidance.
1. 20 Degr ees. 2.
3. 4.
20 Safe Area
The minimum required clear space for the Coca-Cola Zero Logo
is equal to the height of the hyphen located between
“Coca” and “Cola.”
20 Cropping & Position

The Coca-Cola Zero Logo Lock-up and positions shown below
are the 2 primary placements for the Logo to sit when not
contained within the Contour Bottle.
The Coca-Cola Zero Logo should be cropped off 2 edges

as shown.
Clear Space, Minimum Size, ® Scaling, Cropping

Clear Space
Surround the Coke Zero Logo with clear space that is,
at a minimum, equal to the width of the top of the “k”
in “Coke.”
Minimum Print Size

• For the Script: at least 15.875 mm (.625 inches) wide.

• Display the Script at least 100 pixels wide and the TM at
least 6 pixels in diameter.
• Always view PDFs of the Brand Standards at 100% for
proper reference.
® Scaling
• Align the top edge of the TM with the top of
the “o” in “Zero.”
• When using the Zero in smaller sizes, scale up the TM
as needed to ensure legibility. Always scale the TM from the
top edge. Clear Space = x Distance
• Make sure the clear space between the TM and the end
of the “o” in “Zero” equals at least 1/4 of the diameter of
the TM and that it is no further away than one full diameter
of the TM.
Minimum Print Size
TM Scaling (Coca-Cola Zero Logo)
Horizontal Limited Use

At right is a single line, horizontal version of the
Coke Zero Logo which has been specifically
designed with limited use in mind.
Primarily, this version of the Logo should be used for

shelf-strips, or in a horizontal format where space is limited
and maximum impact is required.
Your choice of Logo (Ref. 1 & 2) should be made based

upon the application - visibility and legibility should always
be maintained. 1.
The Coke Zero Logo should not be altered.
2.
3.
4.
Horizontal Safe Area

The minimum required clear space for the Coke Zero Horizontal
Logo is equal to the height of the half-circle formed inside the
top of “e” in “Zero.”
Contour Bottle Symbol

Designed in 1915, the Contour Bottle symbolizes Coca-Cola
at a glance. This primary element of Brand language carries
such strong emotional resonance and universal recognition
that it is second in the world only to one other iconic trademark:
the Coca-Cola Zero Logo.
The Contour Bottle’s memorable curvilinear form, inspired

by the shape of a cocoa-bean pod, is so iconic that it can be
identified by silhouette or touch alone.
Legendary industrial designer Raymond Loewy described the

Contour Bottle as “a masterpiece” and “...one of the classics of
packaging history.” Celebrated works by artists such as Warhol
and Rauschenberg reflect the Contour Bottle’s indelible role
as a cultural icon.
The Contour Bottle remains one of our most modern yet

timeless expressions of the uplifting experience of drinking
a Coke.
The Brand Standards include the two expressions of the

Contour Bottle shown here. The bold simplicity of the Contour
Bottle Symbol makes it an ideal choice for many touchpoints,
including those where photography is not appropriate or
necessary.
Proper use of the Contour Bottle Symbol is addressed on the

following pages. Refer to the Photography Art Direction section
of this chapter regarding the proper use of the Contour Bottle
Photo.
Use only the approved versions of the Contour Bottle Symbol

Contour Bottle Photo Contour Bottle Symbol
Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol 2.18
Contour Bottle Symbol with Coca-Cola Zero Logo Usage

The Contour Bottle Symbol with the 3D Coca-Cola Zero Logo
is the standard for the Brand.
• The 3D Coca-Cola Zero Logo expresses the true curvature of the
Contour Bottle.
• Never use the 3D Coca-Cola Zero Logo elsewhere than on
the Contour Bottle Symbol.
• Never use a 2D Coca-Cola Zero Logo.
• If an International Variant of the Coca-Cola Zero Logo is the
primary communication of the Brand for a market, it must be
adapted to be consistent with the standard 3D form.
• Keep the shape, proportions, positioning and Lock-up of
the Coca-Cola Zero Logo exactly as shown in the Brand
Standards.
• On a black Contour Bottle Symbol, the Spencerian Script
is Coke Red and “Zero” is white.
• On a white Contour Bottle Symbol, the Spencerian Script
is Coke Red and “Zero” is black.
• No other colors, even if they’re in the Brand color palette,
are to be used.
Exception
For certain executions (e.g., Campaigns and Properties),
the shape of the Contour Bottle Symbol can be formed by
illustrations surrounding it. However, illustrations are not
permitted inside the shape of the Contour Bottle Symbol.
Caveats
• The shape of the Contour Bottle Symbol must always
remain the same.
• The Contour Bottle Symbol must always be shown in its
entirety and never be cropped.
Colors
Show the Contour Bottle Symbol as either:
• Black on a white background, or
• White on a black background.
Caveat
• The Contour Bottle Symbol must never be shown in other
colors, even if they’re in the Brand color palette.
Black White
Black Coke Red
White
Clear Space, Safe Area

Clear Space
Surround the Contour Bottle Symbol with clear space that
is, at a minimum, the x-height of the “o” in “Cola.” This clear
space area is shown at right as ‘x.’
The Contour Bottle Symbol must always be shown in its

entirety and never be cropped.
Safe Area
The safe area is only relevant for the Contour Bottle
Symbol’s position within the page; elements can surround it
for other executions.
Clear Space Exception

Clear space can be omitted at the top for certain applica-
tions, such as fountain cups and stadium boardings. Do,
however, keep the minimum clear space along the sides.
Clear Space Safe Area
Clear Space Exception
Minimum Size
• Do not scale the Contour Bottle Symbol below these
minimal sizes.
Exception
If an execution necessitates using a Contour Bottle Symbol
slightly below minimum size, use only the version without the 19.05 mm 100
Script. The Script must never be shown smaller than these pixels
minimum sizes in order to assure legibility.
• Always view PDFs of the Brand Standards at 100% for

proper reference.
Minimum Print Size Minimum Onscreen Size

19.05 mm (.75 inches) high. 100 pixels high.
Don’ts
Do not use an older version of the Do not add drop shadows or patterns Do not add strokes or outlines to the Do not remove or separate the Do not add elements to the Contour
Contour Bottle Symbol. This includes behind the Contour Bottle Symbol. Contour Bottle Symbol. elements of the Contour Bottle Symbol. Bottle Symbol.
variants in existing Brand Elements.
Do not alter the Spencerian Script on Do not rotate the Contour Bottle Do not scale/resize the Contour Do not skew the Contour Bottle Do not distort the Contour Bottle
the Contour Bottle Symbol. Symbol. Bottle Symbol disproportionately. Symbol or create false perspectives. Symbol.
Do not use unspecified colors. Do not place the Contour Bottle Do not place the Contour Bottle Do not ignore the clear space,
Symbol on unapproved colors. Symbol in enclosing shapes of color alignment or cropping rules for the
(unless they are full-bleed fields Contour Bottle Symbol.
of color).
Dynamic Ribbon
The Dynamic Ribbon* – often called the Coke “wave” – was
introduced to the public in 1970 as part of a new look for
Coca-Cola. It is a graphic representation of the space
between two Coca-Cola bottles situated side by side.
With its qualities of motion and continuity, the Dynamic

Ribbon can be used to:
• Suggest “infinite flow” by spanning layouts.
• Provide balance to layouts containing more surprising
Brand Elements.
• Serve as a powerful connecting device not only between
Elements, but across executions.
In the hierarchy of Brand Elements, the Dynamic Ribbon

follows the Coca-Cola Zero Logo and Contour Bottle
Symbol. While this distinctive Element is familiar to some,
its meaning and relationship to the Coca-Cola Zero Brand is
not always immediate. Keep this in mind when considering
use of the Dynamic Ribbon, which is purely optional.
Refer to the following pages and the Trademark Usage

Requirements chapter (8.0) for standards specific to the
Dynamic Ribbon.
Use only the approved versions of the Dynamic Ribbon

* While typically known as the Dynamic Ribbon, the legal

trademark name is Dynamic Ribbon Device. Consult with
your local legal counsel for usage guidance.
Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon 2.24
Cropping
• Slight cropping may be necessary because the Dynamic
Ribbon needs to bleed off an execution.
• Crop the Dynamic Ribbon evenly, with a maximum
of 10% on each side, for executions that have space
limitations and when maximum Ribbon impact
is necessary.
20% maximum cropping of Ribbon (crop evenly – no more than 10% from either end)
Colors, Usage
Colors
• For sustaining executions, use only silver.
• Do not use patterns or other fill in lieu of the approved
solid colors.
Dynamic Ribbon Restricted-use Dynamic Ribbon
Exception Silver on a white background. Black on a white background.
• For media in which color is not an option (e.g., a black-and-
white print ad), use the restricted-use Dynamic Ribbon as
shown at right.
Usage
• Use the Dynamic Ribbon alone or as a connecting device
with other design elements.
• Do not alter the distinctive shape of the Dynamic Ribbon Silver White Black
from the approved form as shown in the Brand Standards.
• Do not crop the Dynamic Ribbon more than 10% from White Dynamic Ribbon
either end. White on a black background.
• Do not overlap the Dynamic Ribbon more than 5% when
using it with other Brand Elements or graphics.
• Do not cross a section of the Dynamic Ribbon with a
design element in a manner that obscures the identifying
“thickest-thin-thick” rhythm of its form.
• If approved usage of the Dynamic Ribbon excludes the
Coca-Cola Zero Logo, a ® must be included as shown on
this page.
Dynamic Ribbon
Silver on a white background with ®.
Lock-up Specifications
The Lock-up of the Dynamic Ribbon and Coca-Cola Zero Logo Align hyphen with the “z” in Zero
creates a perfectly balanced tension between Brand icons
that represent both modernity and heritage.
Space Ratio Between the Coca-Cola Zero Logo and Ribbon

When using the Coca-Cola Zero Logo with the Dynamic
Ribbon, the space between the two must be “hyphen height”
– i.e., equal to the height of the hyphen connecting “Coca”
and “Cola.”
• The Coca-Cola Zero Logo is always centered over the
middle of the Dynamic Ribbon.
• The Dynamic Ribbon and the Coca-Cola Zero Logo
never overlap.
4h
Space between the Zero and Ribbon = h
Don’ts
Do not alter or distort the Dynamic Do not overlap the Dynamic Ribbon Do not allow design elements to Do not use any colors other than black Do not omit the ® from the Dynamic
Ribbon in any way. in any way with a Brand Element. cover more than 5% of the Dynamic or white for sustaining executions Ribbon if using it without the
Ribbon or obscure its identifying (Exception: temporary use on Coca-Cola Zero Logo.
“thickest-thin-thick” rhythm. Campaigns and with Properties.)
Do not rotate the Dynamic Ribbon, Do not add highlights or drop Do not crop the Dynamic Ribbon Do not crop Dynamic Ribbon Do not ‘float’ the Dynamic Ribbon
except for 90° counterclockwise shadows to the Dynamic Ribbon. more than 10% from either end. unevenly. within a design. The only allowable
rotations. exception is in lock-up executions
with the Coca-Cola Zero Logo
(i.e., packaging).
Do not alter the proper space ratio Do not move the Coca-Cola Zero Logo Do not alter the standard proportions Do not use older versions of the
for locking up the Dynamic Ribbon to an off-center position when creating provided for the Dynamic Ribbon with Dynamic Ribbon.
and the Coca-Cola Zero Logo. a lock-up with the Dynamic Ribbon. the Coca-Cola Zero Logo.
Arden Square
The Arden Square is the namesake of designer Elizabeth
Arden, who also created the Dynamic Ribbon. It was
introduced to the public in 1969.
The original design of the Arden Square was an ingenious

blending of three elements distinctive to Coca-Cola: The
Spencerian Script, the Dynamic Ribbon and Coke Red.
Similarly, the Coca-Cola Zero Brand's Arden Square blends
three featured elements: The Coca-Cola Zero Logo, the
Dynamic Ribbon and black.
Its exceptional scalability enables bold and simple branding

on virtually any medium. In fact, the Coca-Cola Company
Arden Square made fashion history in the early 1970's when
it was applied in a checkerboard style to bell-bottom pants
and other popular items of apparel.
More than thirty years later, the Arden Square is still used
to capture consumers' attention, albeit in more
traditional applications.
Refer to the following pages for the standards specific to the

Arden Square.
Use only the approved versions of the Coca-Cola Zero Arden

Square available on the Design Machine website.
Identity Standards: Core Brand Elements and Standards_ Arden Square 2.29
Colors
There is only one color execution for the Coca-Cola Zero
Arden Square: Coke Red, white and silver on a black
background, as shown at right.
Exception
For media in which color is not an option (e.g., a black-and-
white print ad), use the restricted-use Arden Square: white
on a black background, as shown at far right.
Exception
Black Coke Red Silver White Black White
Clear Space, Minimum Size

Clear Space
Surround the Arden Square with clear space that is, at a
minimum, the distance from the bottom of the “o” to the top of
the “C” in “Coca.” This clear space area is shown at right as ‘x.’
Minimum Print Size

• For the Arden Square: at least 17.767 mm
(.6995 inches) wide.

• Display the Arden Square at least 112 pixels wide and
the ® at least 6 pixels in diameter.
• Always view PDFs of the Brand Standards at 100%
for proper reference.
TM Scaling
• Apply the The Coca-Cola Zero Logo TM scaling rules
specified on the ‘Clear Space, Minimum Size, TM Scaling,
Cropping’ page in this chapter.
Clear Space = x Distance
Minimum Print Size Minimum Onscreen Size
Don’ts
Do not use unspecified colors of the Do not alter the shape or proportions Do not change the placement of the Do not alter the proper space ratio Do not use an older version of the
Arden Square. of the Arden Square in any way. Dynamic Ribbon in the Arden Square. of the lock-up of the Dynamic Ribbon Arden Square.
and the The Coca-Cola Zero Logo.
Do not use the restricted version Do not ignore the clear space rules
of the Arden Square, except as for the Arden Square.
specified on the ‘Colors’ page in
this chapter.
Color Palette
Consumers almost universally identify the very sight of black
with Coca-Cola Zero. Remember their mindset when working
with the Brand color palette: See black, think Coca-Cola Zero!
4 Primary Brand Colors: Usage

Black must predominate all executions.
Black
• Must appear in all executions in some form: background,
Contour Bottle Symbol, et al.
• Must always be the dominant color in an execution.
Coke Red
Use it sparingly to create dynamic framing that empowers the
Black communication, keeping it fresh, bold and surprising.
Silver and White

Give top consideration when choosing secondary Brand colors
Black Coke Red Silver White
to support the primary Brand colors.
PMS = Black PMS = (no equivalent) PMS = Opaque White PMS = Opaque White
C = 0, M = 0, Y = 0, K = 100 C = 4, M = 100, Y = 95, K = 0 C = 0, M = 0, Y = 0, K = 0 C = 0, M = 0, Y = 0, K = 0
R = 0, G = 0, B = 0 R = 244, G = 0, B = 9 R = 255, G = 255, B = 255 R = 255, G = 255, B = 255
Hex = 000000 Hex = F40000 Hex = FFFFFF
PMS is a registered trademark of Pantone,® Inc. The colors shown on this page and throughout this document are not intended to match the
Pantone Color Standards. For accurate standards, refer to the current edition of the Pantone Color Specifier Guide.
Identity Standards: Core Brand Elements and Standards_Color Palette 2.33
Don’ts
pick me up pick me up
Do not use unapproved colors. Do not screen or tint the Brand colors. Do not omit Coke Red from layouts. Do not create layouts in which black Do not use secondary Brand colors
or red are not the dominant colors. as primary Brand colors.
Do not change the specified color Do not add gradients or multiple Do not use CMYK colors if spot color Do not use CMYK breakdowns in Do not ignore the color rules specific to
breakdowns of the Brand colors. tones of color to the Brand colors. printing is available. onscreen executions; use RGB or each Element in the Brand Standards.
Do not use breakdowns from previous HEX breakdowns instead.
editions of the Brand Standards.
Do not use unapproved colors for Do not add gradients or multiple

the The Coca-Cola Zero Logo. tones of color to the Brand colors.
Typography
The Brand Standards use the Gotham font family. This font
family can be purchased at www.typography.com.
Where local character language sets prohibit its use, the

local market Group should set and communicate a standard
that is as close a representation to the Gotham typeface
Gotham Bold
as possible. ABCDEFGHIJKLMNOPQRSTUVWXYZ
Primary Font abcdefghijklmnopqrstuvwxyz
0123456789
• Gotham Bold should be used for headlines on all
executions and Brand communications.
Body Copy
• Gotham Book should be used for body copy on all
Brand communications.
Gotham Book
Secondary Font
ABCDEFGHIJKLMNOPQRSTUVWXYZ
• Gotham Medium should be used for functional messages
only, such as pricing or a call to action.
abcdefghijklmnopqrstuvwxyz
0123456789
Substitute Font
• When Gotham is unavailable, the Arial font may be used
as a replacement for internal communications or html text
only. Arial should never be used in consumer executions.
Gotham Medium
Usage Rights
ABCDEFGHIJKLMNOPQRSTUVWXYZ
• The Coca-Cola Company does not have global rights to abcdefghijklmnopqrstuvwxyz
0123456789
any of the Brand fonts.
ABCDEFGHIabcdefghi0123456789
Arial Bold
ABCDEFGHIabcdefghi0123456789
Arial Book
Identity Standards: Core Brand Elements and Standards_Typography 2.35
Headlines and Body Copy

Headlines
• Should always be set in lowercase type.
• Should never be set in all caps.
• Kerning -55. gotham bold headline
Body Copy
• Should always be set with leading at +20% of the font
size. For example, 10 pt. type with 12 pt. leading or
9 pt. type with 11 pt. leading (as shown right center).
• Should not be kerned more tightly or loosely than a Gotham Book: 9 pt. type with 11 pt. leading.
“0” setting. This is an example of how to set type for Coca-Cola Zero body copy.
• Should always use sentence-capitalization rules. This is 9 pt. Gotham Book with 11 pt. leading. This is an example of how
• May align flush left, flush right or centered as appropriate. to set type for Coca-Cola Zero body copy. This is 9 pt. Gotham Book
with 11 pt. leading.
Pricing and Call-to-Action Copy
• May vary in point size to create impact. Gotham Book: 10 pt. type with 12 pt. leading.
• Call-to-action copy should always be set in all lowercase. This is an example of how to set type for Coca-Cola Zero body
• Currency symbols should be reduced to 60% of the total copy. This is 10 pt. Gotham Book with 12 pt. leading. This is an
height of the numbers. example of how to set type for Coca-Cola Zero body copy.
• Use Gotham Medium for the offer and sub-head.
This is 10 pt. Gotham Book with 12 pt. leading
• Use Gotham Bold for the price.
offer
$3.99 $3.99
sub-head sub-head
Identity Standards: Core Brand Elements and Standards_Typography 2.36
Don’ts
Don’t use Gotham Medium for
decisions, decisions ... body copy. Don’t use Gotham
Medium for body copy. Don’t
use Gotham Medium for body
copy. Don’t use Gotham Med
Any font other than
Gotham Bold
ium for body copy. Don’t use
Gotham Medium for body cop
Gotham Condensed
y. Don’t use Gotham Medium
as the primary font. for body copy. Don’t use Goth
am Medium for body copy. Do
in a large space
n’t use Gotham Medium for bo
dy copy.Don’t use Gotham Me
dium for body copy. Don’t use
Do not use fonts other than those Do not use Arial in consumer-facing Do not use any font other than Do not use Gotham Medium for Do not use Gotham Condensed.
in the Gotham family for consumer- executions. Gotham Bold as the primary body copy.
facing executions. headline font.
don’t use lowercase-only typography for long

headlines or sentences. don’t use lowercase-only
typography for long headlines or sentences. don’t
use lowercase-only typography for long headlines
or sentences. don’t use lowercase-only typography
for long headlines or sentences. don’t use lowercase-
only typography for long headlines or sentences.
headlines or sentences.don’t use lowercase-only
typography for long headlines or sentences.
headlines or sentences. don’t use lowercase-only
typography for long headlines or sentences. don’t
use lowercase-only typography for long headlines
Do not use lowercase-only typography
or sentences. don’t use lowercase-only typography
for long headlines or sentences.
for long headlines or sentences. don’t use lowercase-
only typography for long headlines or sentences.
headlines or sentences.don’t use lowercase-only
typography for long headlines or sentences.
Identity Standards: Core Brand Elements and Standards_Backgrounds 2.37
Backgrounds: Flat Colors

Use the backgrounds shown at right to emphasize a
communication as well as the elements within it. Follow the
standards below to ensure consistency for the Brand
within a functional, flexible range of applications.
Black Background Color

Black is the primary background color.
• Use it in a simple and bold way to make an immediate and
familiar connection with the consumer and leverage our
‘ownership’ of black.
Black background
White background
Identity Standards: Core Brand Elements and Standards_Photography 2.38
Product Photography Art Direction

Coca-Cola Zero is nearly impossible to describe.
The product drives immediate craving for the liquid.
Coca-Cola Zero product photography should drive a desire

for the uniqueness of the ice cold liquid, the smooth
familiarity of the Contour Bottle, the multi-sensorial drinking
experience and the refreshing uplift Coca-Cola Zero
provides – physically and emotionally.
Photography of the product should elicit the following types

of reactions from consumers:
• Cold and fizzy
• Sensual and soft
• Prickly and sharp
• Refreshing
• Surprising
• Relaxing
• Disposition-brightening
• Unlike anything on the planet
Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art Direction 2.39
Contour Glass Bottle Photography

Gold Standard Contour Glass Bottle Photo Angle
The Contour Bottle photo is a primary trademark for the • Products should be photographed front-on at eye level
Coca-Cola Zero Brand and the standard by which all with very little perspective so that the bottoms of the
future photography should be measured. products are flat and can be aligned next to each other
as a range.
Use this Bottle photo for all product hero photography. • While a straight-on approach is preferred, alternate
However, if other Bottle perspectives or angles are needed, perspectives are permitted in special cases where
use this photo and the art direction outlined below as a straight-on doesn’t match the perspective needed.
photography guide for Bottle shape, graphics, lighting,
condensation, ice, product color and glass color. Product Color
• Coca-Cola Zero product should have an overall cola color,
Approach but should include areas of highlight (sunset oranges
• Always present the product as hero. and yellows) and darkness (dark chocolate) with hints
• Make sure each product shot conveys a feeling of of caramel and deep red tones.
ice-cold refreshment and uplift – capturing that • The right product color for photography can be
“PSHTTTTTT” moment when the Bottle is uncapped. achieved with a mix of product and water.
• Remember that the product adds iconic value. • The liquid must not be opaque nor a single color
• Remember that the product shot makes a visual or shade.
invitation to consumers to purchase and consume • When the cap is off, be sure to capture the uplifting
the product. bubbles to indicate the ‘pshttttt’ of a freshly-opened
bottle.
Bottle Graphics • Always reference the Gold Standard Contour Bottle
• Bottle mock-ups should be developed for all photo for the ideal expression of the Coca-Cola Zero
photography of the Bottle in order to maximize the product.
size and impact of the Coca-Cola Zero Logo.
Lighting
Bottle Shape and Color • The various product tones can be achieved by placing
• The North America 8 oz. Bottle is used for the Global a chrome reflective card directly behind the product
Standard Contour Bottle photo and is the best and using 2 soft boxes for the front lighting and a soft
representation of the Contour Bottle shape, color light for back lighting.
and formation of flutes.
• This Bottle should be used for all hero product Refreshment Cues
photography and can be obtained from a North • Condensation and ice can be used to add refreshment,
America Bottle supplier. but should be used sparingly and have the right
balance.
Style
• Clean, simple and bold.
• Devoid of extraneous elements.
Photography Details
Uplifting Product Bubbles Correct Balance of Condensation
Maximize Script Size Maintain Darks and Highlights
Condensation
Cans, PETs, Other Packaging

Style
• As with the Contour Bottle, make the photograph clean,
simple and bold.
• Keep the shot devoid of extraneous elements.
• Use reflections at your discretion. Consider what best
suits each application.
Angles
• Angle should be straight-on at eye level with very little
perspective. This allows the bottoms of the products to be
flat and aligned next to each other as a range.
• In special cases where a straight-on approach doesn’t
match the perspective, alternate perspectives are permitted.
• A more heroic product angle can be used when it better
suits a given execution (e.g., can photos on a fridge pack).
Product Color
• Coca-Cola Zero product should have an overall cola color, but
should include areas of highlight (sunset oranges and yellows)
and darkness (dark chocolate) with hints of caramel and
deep red tones.
• The liquid must not be opaque nor a single color or shade.
• When the cap is off, be sure to capture the uplifting bubbles
to indicate the ‘pshttttt’ of a freshly-opened Bottle.
• Reference the Gold Standard Contour Glass Bottle photo
for the ideal expression of the Coca-Cola Zero product.
Refreshment Cues
• Condensation and ice can be used to add refreshment, but
should be used sparingly and have the right balance.
• When photographing cans and PETs together, make sure that
the refreshment cues are placed randomly and vary in size
and shape (instead of covering the entire product) for
each product shown.
• Packaging photos placed within other packaging (i.e., the can
photo on the fridge pack) should be photographed with
condensation to counterbalance the more iconic Elements
of the overall design.
Package Design Standards 3.0
Confidential | ©2009 The Coca-Cola Company. All Rights Reserved. Confidential: December 2009
Packaging Design Standards 3.01
Contents
Packaging: Graphic Design Standards....................................... 3.02 Packaging: Form Design Standards .......................................... 3.24
Overview ................................................................................ 3.03 The Standard Contour Bottle Form ........................................ 3.25
Package Framework............................................................... 3.04 Industrial Design Principles for Packaging Form .................... 3.26
Package Archetype Elements of the Contour Bottle .............................................. 3.27
Package Archetype: Sustaining ............................................ 3.05 Understanding the Contour Bottle .......................................... 3.28
Package Archetype: Thematic ............................................. 3.06 Contour Bottle Elements: Applied......................................... 3.29
Essentials of the Coca-Cola Zero Label .................................. 3.07 Defining Elements ............................................................... 3.30
Printing Black Achieving the Contour Bottle ................................................. 3.31
Printing Black on Labels....................................................... 3.08 Glass: Do’s ......................................................................... 3.32
Printing Black on Paperboard ............................................... 3.09 Glass: Don’ts....................................................................... 3.33
Printing Black on Clear Shrink Wrap ..................................... 3.10 Glass: Scaling ..................................................................... 3.34
Printing Black on Glass Bottles ............................................ 3.11 PET: Do’s ........................................................................... 3.35
Black Closures..................................................................... 3.12 PET: Don’ts......................................................................... 3.36
Color Measurement, Evaluation and Calibration PET: Do’s and Don’ts .......................................................... 3.37
Measuring Color Temperature.............................................. 3.13 PET: Scaling .............................................................. 3.38 - 3.39
Visual Color Evaluation ........................................................ 3.14 Aluminum: Do’s .................................................................. 3.40
Numeric Color Measurement................................................ 3.15 Aluminum: Don’ts ................................................................ 3.41
Calibration and Certification ................................................. 3.16 Aluminum: Scaling .............................................................. 3.42
Sustaining Coca-Cola Zero Packaging Templates .................. 3.17 Contour Bottle Construction................................................... 3.43
12 oz. Can .......................................................................... 3.18 Overall Proportion: Schematic ............................................. 3.44
500ML PET ......................................................................... 3.19 Overall Proportion: Do’s and Don’ts...................................... 3.45
2L PET................................................................................ 3.20 Contoured Shoulder: Do’s and Don’ts .................................. 3.46
8 oz. Aluminum Bottle, ACL Bottles: 1-Color and 2-Color....... 3.21 Flutes: Do’s and Don’ts (location)......................................... 3.47
12 oz. Can Fridge Pack ....................................................... 3.22 Flutes: Do’s and Don’ts (frequency) ..................................... 3.48
Paper Cup .......................................................................... 3.23 Flutes: Do’s and Don’ts (section).......................................... 3.49
Pinch Waist: Do’s and Don’ts (format) .................................. 3.50
Executional Constraints for Glass, PET and Aluminum ............. 3.51
Material and Process Considerations .......................... 3.52 - 3.53
Overview of Executional Constraints .................................... 3.54
Packaging: Graphic Design Standards
The Brand Identity and Design Standards support a unified Trademark strategy for Coca-Cola,
Diet Coke/Coca-Cola light and Coca-Cola Zero. It is based on the use of iconic Brand Elements,
central to which are the Coca-Cola Zero Logo, the Contour Bottle, the Dynamic Ribbon and solid
background colors.
The following pages provide guidance on using these Elements to consistently execute the strategy
in your market.
Packaging Design Standards_Graphic Design Standards 3.03
Overview
The Coca-Cola Trademark Packaging System is fundamental
to achieving a timeless, bold, simple and unified expression
of brand identity and meaning. Through its proper application
across Coca-Cola, Diet Coke/Coca-Cola light and Coca-Cola Zero,
we increase differentiation, shelf impact, Brand consistency, scale
and cultural relevance – all vital to a strong leadership position.
An iconic design approach to the Coca-Cola Zero Logo and the

Dynamic Ribbon – two of the Brand’s most recognized
trademarks – forms the visual core of the Coca-Cola Zero
Packaging System. In the pages that follow, these key Brand
Elements find authentic expression through a strategic
framework of bold simplicity and owning black.
All the design elements needed to create successful packaging

executions for Coca-Cola Zero are shown in this System.
Approved digital files of customizable graphics and design

templates for Packaging are available on the Design Machine
website at www.coca-coladesignmachine.com. Please use only
the approved versions supplied there.
Package Framework
The strategic framework for the Coca-Cola Zero Packaging
System provides a unified approach for: BVA
• Sustaining (i.e., permanent) executions
• Campaign (temporary) executions Design Principles
• Properties (temporary) executions
Identity Standards
Uniting them all is a design structure that ensures the (Core Brand Elements and Standards)
consistency needed to leverage Brand equity while offering
situational flexibility.
Design Standards
(Core Brand Elements and Standards)
Sustaining Campaigns Properties
Promotions
Packaging Design Standards_Graphic Design Standards_Package Archetype 3.05
Package Archetype: Sustaining

Panel order may change by market; revise order as needed.
Front Panel: Fixed

• The Coca-Cola Zero Logo must always be present and
appear as shown at right.
• The Dynamic Ribbon* must be present on all labels
xxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx
Ingredients:xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx
except ACL glass bottles where space permits.
xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx

Description: xxx xxxx xxxx
xxxxx xxxx xxxx
• The Dynamic Ribbon is optional on the aluminum

Contour Bottle.
• Do not move, resize or alter the Coca-Cola Zero Logo or Ribbon.
• Do not change their placement relative to one another.
• Do not replace them with other elements.
xxxxxxx xxxxxxx xxxx

Middle Panel: Fixed LegalText: xxx xxxx xxxxx
xxxxx xxxxx xxxxx xxxx
xxxx xxx xxxx
• The Coca-Cola Zero Logo and the Dynamic Ribbon must

always be present and appear as shown. Visit www.Coca-Cola.com
• Do not move, resize or alter them.

• Do not change their placement relative to one another.
CONTENT LINE
• Do not replace them with other elements.
• An International Variant of the Coca-Cola Zero Logo may be
used on this panel only. Front Panel Middle Panel Back Panel
Back Panel: Fixed

Always include these elements:
• Secondary Logo
• Nutritional information
• Product barcode Description: xxx xxxx xxxx
Ingredients: xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx
• Recycle symbol
xxxxx xxxx xxxx

*While typically known as the Dynamic Ribbon, the legal
trademark name is Dynamic Ribbon Device. Consult with your
local legal counsel for usage guidance.

Legal Text: xxx xxxx xxxxx
xxxx xxx xxxx
www.Coca-Cola.com
Content Line
Packaging Design Standards_Graphic Design Standards_Package Archetype 3.06
Package Archetype: Thematic

Panel order may change by market; revise order as needed.
Front Panel: Fixed

• The Coca-Cola Zero Logo must always be present and appear
as shown at right.
• The Dynamic Ribbon* must be present on all labels except
Ingredients:xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx
ACL where vertical space is limited.

xxxxx xxxx xxxx
• The Dynamic Ribbon is optional on the aluminum

Contour Bottle.
• Do not move, resize or alter the Coca-Cola Zero Logo and
Ribbon or their placement relative to one another.
• Do not overlap more than 5% of the Coca-Cola Zero Logo or the
Ribbon with a thematic design.

LegalText: xxx xxxx xxxxx
Middle Panel: Flexible

xxxx xxx xxxx
• The Dynamic Ribbon must appear, but may be slightly shifted Visit www.Coca-Cola.com
to the right or left. webaddresshere.com
• The Coca-Cola Zero Logo is an optional design element and may

be replaced by thematic designs on this panel only. Content Line
• Do not overlap more than 5% of the Coca-Cola Zero Logo or the
Dynamic Ribbon with a thematic design. Front Panel Middle Panel Back Panel
Back Panel: Fixed

Always include these elements:
• Coca-Cola Zero Logo
• Nutritional information
• Recycle symbol Description: xxx xxxx xxxx
• Product barcode
xxxxx xxxx xxxx

* While typically known as the Dynamic Ribbon, the legal trademark
name is Dynamic Ribbon Device. Consult with your local legal
counsel for usage guidance.

xxxx xxx xxxx
www.Coca-Cola.com
webaddresshere.com
Content Line
Essentials of the Coca-Cola Zero Label

The Coca-Cola Zero label is a unique amalgam of six Coke Zero Logo Typography
Brand Elements. • The Coke Zero Logo must always appear on the back • Helvetica Bold Condensed is the primary typeface for
• Every package label must include all six Brand Elements, panel of the packaging alongside the nutritional statement. packaging.
in accordance with the guidelines shown in these pages. • It must always be shown as Coke Red and white on a • It must always be used to communicate content size,
• Elements must not be replaced, altered or resized relative to one black background. nutritional information and ingredients.
another. Refer to the illustration provided as a general template. • It must never be shown in other colors, whether or not they
• Learn more about these fundamental Brand Elements in the are in the Brand color palette. Helvetica Bold Condensed
Core Brand Elements and Standards chapter (2.0). ABCDEFGHIJKLMNOPQRSTUVWXYZ
Contour Bottle (Optional Panel Graphic) abcdefghijklmnopqrstuvwxyz
Coca-Cola Zero Logo Signifying Coca-Cola Zero at a glance, the Contour Bottle must: 0123456789
The Coca-Cola Zero Logo is the cornerstone design element of • Always be shown as Coke Red and white on a
the Trademark Packaging System. Being ‘utterly familiar’ with black background. Black
the Coca-Cola Zero Logo allows us be continually surprising • Never be shown in other colors, whether or not they are in Black must be the predominant color on the Coca-Cola
with other elements. The Script must: the Brand color palette. Zero label, thus consistently leveraging the Power of Black.
• Always be present and the most predominant Element. • Remain the same shape, although its content and
• Always be used in its original form as shown in this System, expression may vary across executions.
without any drop shadows, outlines or alterations of any kind.
• Always be scaled to fill the space in which it is placed, as
shown in the illustration.
• Always be shown as Coke Red and white on a Dynamic Ribbon Dynamic Ribbon Coke Zero Logo
black background.
• Never be used in other colors, whether or not they are in the
Brand color palette.
Coca-Cola Zero Logo
Dynamic Ribbon Description: xxx xxxx xxxx
xxxxx xxxx xxxx
The Dynamic Ribbon is used to support the Brand colors and

to help communicate the various flavors. Black
• It must always be present and be used in its original form as
shown in this System, without any drop shadows, outlines or Typography
alterations of any kind.
• The Lock-up for the Dynamic Ribbon and the Coca-Cola Zero

Logo is fixed and must not be changed. Legal Text: xxx xxxx xxxxx
– The Coca-Cola Zero Logo must be centered over the

xxxx xxx xxxx
middle of the Dynamic Ribbon. For detailed guidance on the

correct Lock-up of the Coca-Cola Zero Logo and Dynamic www.Coca-Cola.com
Ribbon, please refer to the Lock-up Specifications page in

the Dynamic Ribbon section of the Core Brand Elements Typography CONTENT LINE
and Standards chapter (2.0).
– The two must never overlap.
Packaging Design Standards_Graphic Design Standards_Printing Black 3.08
Printing Black on Labels

To ensure bold, impactful labels on label substrates, follow
the guidelines and ink measurements outlined in the print
specifications below.
Always bleed the black ink to the edge in order to prevent

white edges.
Polypropylene Substrate
A single color of black should be reverse-printed on clear
substrate and laminated to white substrate.
Plastic Substrate
A single color of black should be surface-printed on white
substrate and overprinted with clear varnish.
Paper Substrate
A single color of black should be surface-printed on white
substrate and either overprinted with clear varnish or
laminated.
Printed black Ink Standards

Visually match to the black Global Color Standard.
For more guidance please refer to:

• The Color Measurement, Evaluation and Calibration pages
later in this section; and
• The Specular Reflectance Curve information in the Color
Palette section of the Core Brand Elements and Standards
chapter (2.0).
For a visual color match on polypropylene substrate, please

contact the Global Design Group.
Packaging Design Standards_Graphic Design Standards_Printing Black 3.09
Printing Coke Red and Black & White on Paperboard

To ensure bold, impactful multi-packs on paperboard
substrates, follow the guidelines and ink measurements
outlined in the print specifications below.
Paperboard Substrate
Print black ink to achieve the proper silver reflectance.
Printed Coke Silver Ink Standards

Match to the black Global Color Standard visually.

chapter (2.0).
For a visual color match on paperboard substrate, please

contact the Global Design Group.
Packaging Design Standards_Graphic Design Standards_Printing Coke Red 3.10
Printing Black on Clear Shrink Wrap

To ensure bold, impactful multi-packs on clear shrink wrap
substrates, follow the guidelines and ink measurements
outlined in the print specifications below.
Shrink Wrap Substrate

Print a single lay down of white prior to a double bump of
black ink to achieve the proper color intensity.
Printed Black Ink Standards

Match to the black Global Color Standard visually for HTL
and ACL.

chapter (2.0).
Printing Black on Glass Bottles

To ensure bold, impactful labels on glass Contour Bottles,
follow the guidelines and ink measurements outlined in the
print specifications below.
HTL Substrate
A single color of black should be reverse-printed on white
substrate and heat transferred to a glass Bottle.
ACL Substrate
A single color of black should be surface-printed directly on a
glass Bottle.
Printed Black Ink Standards

Match to the black Global Color Standard visually for HTL
and ACL.

chapter (2.0).
Black Closures
Always utilize black color plastic substrate for closures on all
Brand Coca-Cola Zero packs that require resealable caps.
Two-color closure printing is the preferred standard. If two-color

closure printing is not an option, using white only is acceptable.
Packaging Design Standards_Graphic Design Standards_Color Measurement, Evaluation and Calibration 3.13
Visual Color Evaluation

Visual Color Measurement
The visual evaluation of color is subjective. By standardizing the
viewing environment and procedures, the consistency of our
trademarks improve.
The primary objective of The Coca-Cola Color Management

System is for all facets of our Company’s trademarks to be a V I S UA L CO LO R E VA LUAT I O N P R O C E D U R E
direct reflection of the quality of our Brands. First and foremost,
any reproduction of our Company Brands must visually match
approved Visual Color Standards issued.
ILLUMINATION
The Color Standards represent the Final Product Appearance. OBSERVER

Any adjustments needed to compensate for the effects of
45°
coatings, additives, varnishes and/or traps, etc. to the final
appearance must be taken into consideration by printers.
Visual Color Evaluation

The intent of this practice is to standardize the procedures for the
O
visual evaluation of printed samples. These procedures are to be
BJ
EC
used when visually comparing a printed sample against the
T
approved Color Standard.
4 5 ° /0°
Proper viewing conditions, normal color vision and correct
positioning of the standards and samples are essential to
maintaining a standardized visual evaluation process. Once the
visual evaluation has taken place, the results must then be
confirmed through the use of instrumentation when applicable.
Equipment
Proper lighting or viewing environments (such as GTI ColorMatcher
or MM-1) are essential for consistent visual evaluation. See the
“Simulated Lighting Conditions” chart on the next page for desired
light sources.
Lighting
The area where color evaluations are conducted must have a
booth or enclosed area with a standardized overhead lighting
system. The lighting system must be capable of providing the
simulated lighting conditions described on the following pages.
Measuring Color Temperature

Color Temperature Measuring Instruments Lighting System Maintenance
A properly calibrated, traceable spectroradiometer can be Proper maintenance in accordance with the manufacturer’s
used to check the color temperature and relevant parameters recommendations of the lighting equipment is essential for
of each source. consistency over time and between units. Lamps are to be
replaced when the unit is out of specification for intensity or
Viewing Environment color temperature. Replace lamps only with those obtained
The ambient lighting conditions must not interfere with the from the original manufacturer of the product in accordance
controlled lighting from booths or viewing environment. with the manufacturer’s recommended replacement
schedule.
Gray surround color (Munsell N/7) and curtains, if necessary,
are to be used. An enclosed viewing room painted with gray
(Munsell N/7) paint is acceptable in lieu of a lighting booth. S I M UL AT E D LI GHT ING CON DIT IONS
Observers should wear neutracolored clothing or smocks so PRIMARY LIGHT SOURCE Daylight with color temperature of 5000°K.
as not to influence the reflected color back to the sample SECONDARY LIGHT SOURCE Cool White Fluorescent (CWF) source with a color temperature of 4000°K.
being evaluated. TERTIARY LIGHT SOURCE Optional: This light source should be selected and standardized by each Company Division office if
needed. The use of a tertiary light source other than Cool White Fluorescent is the primary store
lighting condition in the Division’s geographic area. If the local store lighting conditions are primarily
When samples are being viewed, there should be no other Cool White Fluorescent, Incandescent (2856°K) can be used as the tertiary light source.
items present in the booth or area other than the sample and
standard being evaluated. ULTRAVIOLET LIGHT SOURCE Optional: This is normally used to evaluate optical brighteners, whitening agents, fluorescent pigments
and dyes.
If light is being reflected off walls in close proximity to the

(Note: All of the above is covered in detail in ASTM D1729-96.)
evaluation area, there should not be any distracting or
brightly colored objects nearby.
Simulated Enclosure Size

The size of the booth, room, etc. should allow for comfortable
viewing. There should be enough space to view all areas
from different angles and still remain in the controlled lighting
environment.
Numeric Color Measurement

Color communicates. Because the colors of our trademarks are General Methods for Measurement
such an integral element of the Brands’ identity, it is critical Instruments must be calibrated with the assigned tile and
that our Brand colors be reproduced with uncompromising within the manufacturer’s tolerance. The sample size must
quality and consistency. be at least 4 mm and large enough for the measurement
window of the instrument to be covered completely. It is also
In addition to the Visual Color Standards, the Color Standards very important to ensure that there are no physical defects in
are provided electronically in the form of a .MIF file. The .MIF the area (color) being measured. An average of 3 readings
file will be sent via email. This Digital Color Standard should may be taken to ensure a representative reading of the sample.
be downloaded directly into your X-Rite QA Master software.
Downloading the Digital Standards directly into the software
ensures that everyone evaluating our Brand colors will be I N S T R U M E N TA L CO LO R M A N A G E M E N T S P E C I F I C AT I O N S
using the exact same numeric values for consistency.
INSTRUMENT X-Rite® 939 or 530
This Digital Color Standard contains: MEASUREMENT GEOMETRY 0/45
• Absolute L*a*b* Values APERTURE No smaller than 3.4 mm
• Standardized Illuminants
SOFTWARE X-Rite QA Master® or QA Master 2000®
• Standardized Observer
• Digital Tolerances FILE TRANSFER FORMAT .MIF
• Reflectance Values STANDARD OBSERVER 10 Degree
PRIMARY ILLUMINANT Daylight D50/10 5000°K

Digital Tolerances
Standards using the specified X-Rite equipment and QA SECONDARY ILLUMINANT Cool White Fluorescent (F2) 4000°K Coke Red Only
Master software incorporate the specifications shown. TERTIARY ILLUMINANT Optional: This light source should be selected and standardized by each Company Division office if
needed. The use of a tertiary light source other than Cool White Fluorescent is the primary store
lighting condition in the Division’s geographic area. If the local store lighting conditions are primarily
Cool White Fluorescent, Incandescent (2856°K) can be used as the tertiary light source.
COLOR SPACE CIELAB
COLOR TOLERANCE CMC 2:1 (Numeric tolerances are specific to the individual color and substrate being measured.)
Calibration and Certification

Calibration and Certification of the X-Rite 939 or 530
It is extremely critical that all individuals who are responsible for
using the X-Rite 939 or 530 conduct the calibration process
correctly and consistently. To ensure accuracy, the X-Rite 939
or 530 has safeguards to maintain proper calibration. The first
safeguard is an internal clock that will prompt the user to re-
calibrate every 12 hours. As a second safeguard, the instru-
ment will prompt re-calibration if the temperature of the
instrument chassis drifts 7° Fahrenheit. The instrument will
always alert the user when it requires calibration. Even with
these safeguards, however, it remains the obligation of the user
to ensure that calibration is done correctly.
Please note: Calibration due to temperature change occurs at a

10° shift in temperature.
Equipment:
• X-Rite 939 or 530 Spectrophotometer
• CMC light source D50/10 degree
• Calibration tile with current expiration date
• X-Rite QA Master software with computer
• Numeric color library (MIF)
Instrument Settings
Before taking any readings with the X-Rite 939 or 530,
ensure that the following functions are selected within the
instrument:
• L*a*b* mode
• D50 illuminant
• 10º observer
Coca-Cola
Coca-Cola Zero
Zero || Brand
Brand Identity
Identity and
and Design
Design Standards_v1.0
Standards_v1.0 Confidential: December 2009
Sustaining Coca-Cola Zero Packaging Templates

Use only the approved customizable graphic templates
Always follow the Fixed But Flexible approach to ensure

consistent design while customizing packages as needed.
Caveats
• Ensure at all times that at least one strongly branded panel is
present on the package.
• Do not print refreshment cues (condensation or ice) on packs.
• All package layouts must be submitted for local or regional
approval through legal and Bottler reviews.
• All local legal registration notices must be applied to all
trademarks.
• Back-of-package information must be applied in accordance
with local requirements, including:
– GDA (Guideline Daily Amounts).
– “Romance” or promotional copy.
– Secondary back-of-package Logos (as space permits).
• Guidance for printers must be supplied on all artwork files.
Packaging Design Standards_Graphic Design Standards _Sustaining Coca-Cola Zero Packaging Templates 3.18
12 oz. Can
Coca-Cola Zero 12 oz. Can
Color Specs:
Black
Pure Silver
Coke Red
xxxxx xxxx xxxx

White

xxxx xxx xxxx
Visit www.Coca-Cola.com
12 OZ
00000
Content Line
500ML PET
Coca-Cola Zero 500ML PET
xxxxx xxxx xxxx
Color Specs:
Ingredients: xxxxx xxxxxx xxx xxxxx
Black
bleed ink to edge

xxx xxxxx xxx xxxxx xxxxx xxxx xxxx
(no white borders)

xxx xxxx xxx xxxx xxx xxxx xxx xxxxx
xxxxxxx xxxxxxx xxxxxxx xxxxxxx
xxxxxxx xxxxxxx xxxxxxx xxxxxxx Pure Silver
Coke Red
White Substrate
xxxx xxx xxxx
00000
Content Line Visit www.Coca-Cola.com
Bottle.
2L PET
Coca-Cola Zero 2L PET
Color Specs:
bleed ink to edge

Black
(no white borders)

xxxxx xxxx xxxx
Pure Silver
Ingredients: xxxxx xxxxxx xxx
xxxxx xxx xxxxx xxx xxxxx xxxxx
xxxx xxxx xxx xxxx xxx xxxx xxx
xxxx xxx xxxxxxx xxxxxxx xxxxxxx
Coke Red
White
xxxx Content Line 00000
Visit www.Coca-Cola.com

Content Line Content Line
8 oz. Aluminum Bottle, ACL Bottles: 3-Color

Coca-Cola Zero 8 oz. Aluminum Bottle
Color Specs:
Black
Coke Red
White
Silver Substrate
Content Line
ACL Bottle: 3-Color Color Specs:

Black
Coke Red
White
Content Line
12 oz. Can Fridge Pack

Coca-Cola Zero 12 oz. Can Fridge Pack
Color Specs:
Black
Pure Silver
Coke Red
White
Paper Cup
• In cases where the Recycled PET Cup cannot be utilized,
use a paper cup with this standard design.
• Do not alter the design or its elements in any way.
For more guidance on properly using Food Service Cups in

your market, please contact the Global Packaging Group or
North America Food Service Team.
Packaging: Form Design Standards
The Contour Bottle is the standard package for Coca-Cola Zero. Universally recognized, the Contour
Bottle evokes the heritage of the Coca-Cola Zero Brand and expresses the uplifting experience of
drinking a Coca-Cola Zero.
The Global Standard Contour Bottle is the archetype from which we derive the rules for packaging
executions in all markets and across a range of materials and sizes.
Packaging Design Standards_Form Design Standards 3.25
The Standard Contour Bottle Form

In 1960, The Coca-Cola Company convinced the United States
Patent and Trademark Office that the very shape of what we
know now as the Contour Bottle had become so well known
that it deserved the status of a registered trademark. Applying
for a trademark for a commercial package was a most unusual
and bold step at the time. But the Company wisely knew that
whereas patents eventually run out, a trademark does not; so
as long as it is kept in continuous use, a trademark lasts
indefinitely.
The Company presented the case that the very shape – in their
words, the “distinctively shaped contour” of the “hobble skirt
bottle” – was “the most recognized container in the history of
the world” and had in effect already taken on trademark status.
The USPTO agreed and granted a registered trademark to
Coca-Cola for the Contour Bottle.
This chapter describes the Coca-Cola Zero Contour Bottle

form standard and outlines how to execute it across various
materials and sizes, specifically:
• Structural features that set the packaging standard for
the Brand.
• How to translate structural features across packaging
formats and materials.
• Design guidelines, including Do’s and Don’ts.
• Size extensions and scaling.
• Mastering technological and manufacturing constraints. The Standard Contour Bottle Form Glass PET Aluminum
Industrial Design Principles for Packaging Form

These are the Design Principles behind the Contour Bottle
and should be used whenever developing packaging for
Coca-Cola Zero.
1. Bold Simplicity
• A return to clarity; removal of all extraneous noise and static
around the Brand to find the bold, simple essence of
Coca-Cola Zero.
2. Real Authenticity
• We leverage all that is real, original and honest about the Brand.
• Clearly linking back to our heritage gives us the license to try
new things and keep evolving.
3. Own Black
• At every touchpoint, we will leverage the Power of Black and
ensure its consistency around the World. We will integrate the
thread of Red into everything we do.
4. Familiar Yet Surprising

• We do not follow category norms; instead, we lead them.
• We introduce new strategic elements to create variety
and freshness across the Brand experience.
Elements of the Contour Bottle

The Contour Bottle – our archetype and inspiration for bringing Black Closure
all other packaging to life – is composed of distinctive elements.
Georgia Green Color Neck Finish
Scalloped Transitions Flutes
Curved Label Panel Coca-Cola Zero Logo
Visible Product Black Label

(Bubbles)
Pinch Waist Overall Proportion

(Silhouette)
Champagne Base
Understanding the Contour Bottle

The original project brief for the Contour Bottle that
was given to the Root Glass Company of Terre Haute,
Indiana, specified “... A glass package so distinctive as one
containing Coca-Cola, so shaped that even if broken, a
person could tell at a glance what it was, so distinguishable
by touch that even a blind man could identify it.”
Packaging Design Standards_Form Design Standards _Understanding the Contour Bottle 3.29
Contour Bottle Elements: Applied
Defining Elements Supporting Elements

The keys to creating our identity. Essential to packaging form. Ideal whenever feasible, but not essential.
True Form Elements
Black Closure Neck Finish Georgia Green Curved Label

Color Panel
Contoured Shoulder Flutes Scalloped Transitions
Graphic Elements
Black Label Color Palette Visible Product

(Bubbles)
Pinch Waist Champagne Base Overall Proportions
(Silhouette)
(relationship of elements
to each other, from base
to pinch waist to label
area to shoulder)
Packaging Design Standards_Form Design Standards _Understanding the Contour Bottle 3.30
Defining Elements
Overall Proportion Contoured Shoulder Flutes Pinch Waist Scalloped Transitions Champagne Base
The overall proportion is The contour of the shoulder Flutes are the vertical ribs. The Pinch Waist is located Created by the resolution of Substantial and symbolic of
made up of five basic is symmetrical, slender and They frame the Curved below the label and provides the Flutes into the Curved the integrity of the product,
sections and defines the defined by two elegant arcs Label Panel and create the most signature element Label Panel, this distinctive the Champagne Base
iconic silhouette: The in a wave format. It starts the varying wall thicknesses of the Contour Bottle. It also detail imparts a unique feel emphasizes the Pinch Waist
Contoured Shoulder, Curved flowing aesthetic of the icon. in the bottle, adding depth. creates a slender, flowing when the Contour Bottle is and is where the Flutes
Label Area, Pinch Waist, They also provide structure aesthetic that is the essence held. terminate.
Vertical Fluting and Overall to a soft flowing form. of the icon.
Silhouette comprise the
iconic proportion and have
a specific aspect ratio to
the overall package height.
Achieving the Contour Bottle

Although technical and manufacturing constraints can
prevent the perfect replication of the iconic Contour Bottle,
the ideal execution for each material can be achieved by
applying the Do’s and Don’ts that follow.
Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle 3.32
Glass: Do’s
Black Closure Black Threaded Closure

Must use black closure. May use a black threaded
closure on a Contour Bottle.
Applied Color Label (ACL) Roll-fed Label

May use Applied Color Labels May use a roll-fed label or a
on glass Bottles. split label.
Georgia Green Clear Glass

May use Georgia Green May use flint (clear) glass Bottle.
(dominant wavelength
515-545 nm) for glass Bottles.
Glass: Don’ts
No Flutes Straight Shoulder Straight Waist

Flutes must always be present The Contoured Shoulder The Pinch Waist is the most
on glass Contour Bottles. must be present in all glass defining feature of the Contour
They are a defining feature executions. Bottle and must always be
of the Contour Bottle and are present.
technically feasible.
Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential:

Confidential: December
December 2009
2009
Glass: Scaling
Ideal Unacceptable Unacceptable
Scale proportionately while still Don’t vary diameters to Don’t vary heights to
using a common closure size. maintain a common height. maintain a common diameter.
PET: Do’s
Black Threaded Closure Short Height Closure Roll-fed Shrink Label

Must use a black threaded May use a black short May use a roll-fed shrink label.
closure on PET. height closure on PET.
Roll-fed Label Petaloid Base Clear PET

May use a roll-fed label. May use a petaloid base. May use clear PET.
Georgia Green Color Recycled PET

May tint PET Georgia Green. Use highest RPET content
feasible. Confidential: December 2009
Coca-Cola Zero | Brand Identity and Design Standards_v1.0
PET: Don’ts
Embossed
Logo
Embossed
Ribbon
No Flutes Replacing Flutes Straight Waist

Flutes must always be present on Flutes must never be replaced with Do not eliminate the Pinch Waist.
glass PET executions. They are a other shapes or textures.
defining feature of the Contour Bottle
and are technically feasible.
PET: Do’s and Don’ts
Colored PET Champagne Base

Pigmented PET (opaque or translucent) Bottles must not be used. Using a Champagne Base on a
PET Bottle instead of the petaloid is
permissible. Keep in mind, however,
that it could add weight and cost
while adversely affecting sustainable
packaging outcomes.
PET: Scaling
PET: Scaling

Scale proportionately while still Do not vary diameters to Do not vary heights to
Aluminum: Do’s
ROPP Closure ROPP Closure Contoured Shoulder

May use a black Rolled-on May use a black Rolled-on Maintain the iconic Contoured
Pilfer-Proof (ROPP) closure Pilfer-Proof (ROPP) closure Shoulder.
on aluminum. on aluminum.
Subtle Pinch Waist Champagne Base

Use a subtle pinch to mimic Maintain champagne-style
the Contour Bottle. base.
Aluminum: Don’ts
Artificial Label Area Formed Flutes Accent Flutes

Do not create an artificial label Must forego Flutes on the Graphic Flutes are not
area on the aluminum Contour aluminum Contour Bottle as authentic enough to replace
Bottle. it is not technically feasible to true Flutes as the scalloped
execute them properly. areas will be lost.
Straight Waist Straight Shoulder Sacrifice Pinch Waist

The Pinch Waist is the most The Contoured Shoulder must Do not sacrifice the iconic
defining feature of the Contour be present in all aluminum quality of the Pinch Waist to
Bottle and must always be Contour Bottle executions. add Flutes or a Curved Label
present. Panel in the forming process.
Aluminum: Scaling

Scale proportionately while still Do not vary diameters to Do not vary heights to
Contour Bottle Construction

This section includes critical technical details for the
Defining Elements. It is essential that industrial designers
and engineers use this documentation in order to properly
integrate Defining Elements and to ensure the best possible
Contour Bottle execution.
Please note: The Global Packaging Database must be

consulted before creating a new Bottle design, as there are
already many approved size and material iterations of the
Contour Bottle in existence. The Global Packaging
Database maintains up-to-date drawings for Ultra Glass
Contour (non-returnable and returnable), PET (non-
returnable and returnable) and Aluminum (non-returnable).
Always choose the Bottle with the lowest gram weight. For
access to the Global Packaging Database, please contact
Darryl Dawson at 404.676.5582 or via email at
ddawson@na.ko.com.
Packaging Design Standards_Form Design Standards _Contour Bottle Construction 3.44
Overall Proportion: Schematic

The Ultra Glass Bottle proportions define the Contour
Silhouette and its proportions. Dimensions shown here 14.68 mm 8% 1 Neck Finish
represent the 237 mL NR Ultra Glass Bottle. For other-
sizes, refer to the percentages or see the addendum for
specific Contour Bottle drawings.
1. Neck Finish
2. Contoured Shoulder
3. Curved Label Panel
4. Pinch Waist 60.07 mm 32% 2 Contoured Shoulder
5. Champagne Base
33.00 mm 17% 3 Curved Label Panel
51.25 mm 27%
4 Pinch Waist
31.00 mm 16% 5 Champagne Base
Overall height: 190 mm

Percentages = % of overall height
Overall Proportion: Do’s and Don’ts
Correct Increase Curved Label Panel Increase Pinch Waist Change Pinch Waist Location
Do not increase the Curved Do not increase the Pinch Do not change the location of the Pinch Waist within the
Label Panel to add more Waist section to increase grip. overall proportions.
graphics.
Contoured Shoulder: Do’s and Don’ts
Correct Straight Single Curve Bottle Neck Asymmetrical

Double-arched Contour (sin-wave) Do not use a straight Do not use a shoulder Do not introduce a true Do not use an asymmetrical
defines the shoulder’s contour in a shoulder. comprised of a single curve. vertical to mimic a traditional transition with the Contour.
symmetrical format. bottle neck.
Flutes: Do’s and Don’ts (location)
Flutes terminate
at top fill point
Flutes come to a feather end 131.77 mm
Correct Bottom Only Top Only Continuous None

Flutes must always be above Do not use Flutes solely in Do not use Flutes solely on Do not continue Flutes Do not eliminate Flutes.
and below the Curved Label the Pinch Waist area. the Contoured Shoulder. through the Curved Label
Panel and span 131.77 mm Area.
on 237 mL Bottles.
Flutes: Do’s and Don’ts (frequency)
Correct More than 10 Flutes Less than 10 Flutes No Flutes

The Contour Bottle has More than 10 occurrences Less than 10 creates an Aluminum packaging is
10 Flutes. is too frequent. unwanted faceted look. excepted as Flutes are not
technically feasible.
Flutes: Do’s and Don’ts (section)
Section B Section C Section D
Flat Concave
Do not use flat surfaces to define Flutes, Do not use inward-arching Flutes as
as the form will seem faceted and sharp. they decrease hand comfort and hinder
high-speed conveyance.
Pinch Waist: Do’s and Don’ts (format)
Correct Angled Asymmetrical Mid Pinch Area

A flowing, symmetrical Pinch Do not use an angular Do not use an asymmetrical Do not eliminate the iconic
Waist that is defined by arc(s). Pinch Waist. Pinch Waist. quality of the Pinch Waist.
Executional Constraints for Glass, PET and Aluminum

When creating Contour Bottle executions in glass,
PET and aluminum, differences in material properties and
manufacturing requirements must be considered so that
Defining Features are not degraded or lost. The following
pages address how to successfully manage these constraints.
Packaging Design Standards_Form Design Standards _Executional Constraints for Glass, PET and Aluminum 3.52
Material and Process Considerations

The five primary limitations that can be encountered
in creating iconic packaging are:
1. Variations
in materials PET
Aluminum
Glass
2. Variations
in closures
3. Variations
in labeling
processes
4.
5.
forming
processes
Material and Process Considerations

Manufacturing processes, filling and capping, efficiencies
and cost, and limitation of current technology are all factors
that determine what features and details are achievable for
each of these three materials. In particular, keep these
considerations top of mind:
4
3
• Crimped metal closure • Plastic closure with tamper ring • Crimped metal closure
• Large neck finish • Thin transfer neck ring • Minimal neck finish
• Screen-printed labeling • Paper or plastic wrap labels • 4-color pad-printing and varnishing
(non-ruled surface) (ruled surface) process (non-ruled surface)
2
5
1
1. Glass has the ability to offer all of the iconic defining features and 1. The petaloid base on a PET Bottle allows us to minimize the gram 1. Do not attempt Flutes or Scalloped transitions. They are not
must be implemented in all Contour Bottle executions. weight of the Bottle and maintain the shape under pressure achievable for the aluminum Contour Bottle due to the impact
created by the product. The Champagne Base can be attained, extrusion and necking processes used.
but requires a heavier Bottle.
2. A variation from the standard curve of the Champagne Base will
2. Since carbonation can distort surface details of the thinner, softer occur during the aluminum forming process. This results from the
walls of PET Bottles, ensure a well-defined Flute shape by giving creation of a flat area at the base of the Bottle where the material
the divisions more structure. is too thick to be formed from the original cylindrical shape that is
created from the impact extrusion.
3. Unlike on the more fragile glass Bottle, the PET neck ring can be
thinner, thus allowing less material to be used. 3. Print the aluminum Contour Bottle just like a standard can, using
a pad-printing process before the form is created. The resulting
4. Use a twist-on cap for PET Bottles, as a crown cap is not effective full graphic coverage of the package is an approved exception for
at holding carbonation in a PET Bottle. this material only, since on glass and PET the product must be
showcased through their transparent materials.
5. Avoid tinted plastics as they are not as cost effective as
clear resins.
Overview of Executional Constraints
Possible
Not Possible
Challenging
Black Cap
Silhouette
Flutes
Georgia Green Color
Curved Label Panel
Pinch Waist
Neck Finish
Embossed Coca-Cola Zero Logo
Black Label
Visible Product (brown color)
Champagne Base
Point-of-Sale Design Standards 4.0
(Work in Progress, coming 2010)
Equipment Design Standards 5.0
(Work in Progress, coming 2010)
Confidential | ©2009 The Coca-Cola Company. All Rights Reserved. Note to users: Visuals on the pages are for illustrative purposes only. Refer to 3D drawings for detailed specifications. Confidential: December 2009
Signage Design Standards 6.0
Contents
Overview ...................................................................................... 6.02
Permanent Signage Graphic Principles ......................................6.03

Square Format
Square Format: Arden Square .................................................. 6.04
Square Format: Contour Bottle ..................................................6.05
Horizontal Format
Horizontal Format: Coca-Cola Zero Logo and Contour Bottle......6.06
Horizontal Format: Customizable Signs.....................................6.07
Vertical Format: Customizable Signs ..........................................6.08
Pitch Boards...................................................................................6.09
Horizontal Format: Pitch Boards ................................................6.10
Umbrellas ......................................................................................6.11
Overview
The purpose of permanent signage for Coca-Cola Zero is both
simple and paramount: to tell people, “You can buy Coca-Cola Zero
here.” Thus the Coca-Cola Zero Permanent Sign System is an
essential component of worldwide Brand Identity and meaning.
From a tactical standpoint, proper application of the Sign System

is vital to protecting and increasing Brand impact, consistency,
scale and cultural relevance. The standards in this chapter provide
guidance for leveraging them all, in particular:
• Applying graphics to permanent signage in specific
environments, and
• Maximizing the visibility of graphics to accommodate
variations in sign size, location and traffic approach.
Approved digital files of the Core Brand Elements, customizable

graphics and design templates for signage are available on the
Design Machine website at www.coca-coladesignmachine.com.
Please use only the approved versions supplied there.
Permanent Signage: Graphic Principles

The design of permanent signs must always follow a graphic
archetype that is iconic, bold, simple and without Brand
messaging. This timeless approach:
• Provides a mainstay of Brand Identity within the totality of
touchpoints,
• Leverages the typically long display life of permanent
signs, and
• Prompts consumption and top-of-mind awareness before
the shopper forms a consideration list.
The graphic archetype for permanent signage reflects the

following:
A. The Coca-Cola Zero Design Principles of Bold Simplicity
and the Power of Black
B. Discerning use of these Core Brand Elements, as shown in
SuperMarket
this chapter:
• Dynamic Ribbon
• Contour Bottle (iconic Symbol or Photo)
• Black
C. Standard formats for conventional signage, as shown
in this chapter:
• Square
• Horizontal
• Vertical
SuperMarket
D. The importance of creating shopper awareness from 6
meters (about 20 feet) away.
The remaining pages in this chapter provide standards for

applying the archetype to key formats and types of permanent
signage.
SuperMarket
Signage Design Standards_Square Format 6.04
Square Format: Arden Square

The ingenious design of the Arden Square, which blends
three distinctive Coca-Cola Zero Core Brand Elements
(Coca-Cola Zero Logo, the Dynamic Ribbon and black),
is ideal for permanent signage with a square format.
Always apply the Design Standards for the Arden Square as

provided in the Core Brand Elements and Standards chapter
(2.0). In particular:
• Maintain proper scaling of the Arden Square when resizing it.
• The background color must always be black; the
Coca-Cola Zero Logo must be Coke Red and White;
The Dynamic Ribbon must be silver.
No other colors, even if they’re in the Brand color palette,
are to be used.
• Never add borders or outlines around the Arden Square.
• Apply the Coca-Cola Zero Logo and TM scaling rules as
specified on the ‘Clear Space, Minimum Size, TM Scaling,
Cropping’ page in the Core Brand Elements and Standards
chapter (2.0).
Use only the approved versions of the Arden Square available

on the Design Machine website.
Signage Design Standards_Square Format 6.05
Square Format: Contour Bottle

The bold simplicity of this global icon is well suited for
this format.
Always apply the Design Standards for the Contour Bottle

(iconic Symbol or Photo) as provided in the Core Brand
Elements and Standards chapter (2.0). In particular:
• Surround the Contour Bottle with clear space that is, at a
minimum, the x-height of the “a” in “Coca.” This clear space
area is shown to the right as ‘x.’
x
• Never use a 2D Coca-Cola Zero Logo on the Contour
Bottle Symbol.
• The Contour Bottle must always be shown in its entirety and
never be cropped.
• The shape of the Contour Bottle must always remain
the same.
• Maintain proper scaling of the Contour Bottle when resizing it.
• The background color must always be black; the Contour
Bottle Symbol must be white with the Coke Red and black Clear Space
Coca-Cola Zero Logo. No other colors, even if they’re
in the Brand color palette, are to be used.
• The Contour Bottle Symbol is the preferred artwork, but the
Contour Bottle Photo may be utilized when refreshment
cues are necessary.
Use only the approved versions of the Contour Bottle Symbol

and the Contour Bottle Photo available on the Design
Machine website.
Signage Design Standards_Horizontal Format 6.06
Horizontal Format: Coca-Cola Zero Logo and Contour Bottle

Distinctive, elegant and dynamic, the Coca-Cola Zero Logo is h
a natural fit for horizontal-format executions that do not
include custom messaging (e.g., a store name). The preferred
h
design approach features both the Coca-Cola Zero Logo and
the Contour Bottle as shown.
Always apply the Design Standards for the h

Coca-Cola Zero Logo and the Contour Bottle (iconic
Symbol or Photo) as provided in the Core Brand h
Elements and Standards chapter (2.0). In particular: Clear Space
• Surround the Coca-Cola Zero Logo with clear space that is, at a
minimum, “hyphen height;” i.e., equal to the height of the
hyphen connecting “Coca” and “Cola.”
• Never crop the Coca-Cola Zero Logo.
• The Coca-Cola Zero Logo and Contour Bottle should be of
equal height.
never be cropped.
• Never use a 2D Coca-Cola Zero Logo on the Contour Bottle
Symbol.
• Maintain proper scaling of the Contour Bottle and the
Coca-Cola Zero Logo when resizing them.
• The background color must always be black; the stand alone
Coca-Cola Zero Logo must be Coke Red and black; the
Contour Bottle Symbol must be white with the Coke Red and
black Coca-Cola Zero Logo. No other colors, even if they’re in
the Brand color palette, are to be used.
Contour Bottle Photo may be utilized when refreshment cues
are necessary.
Use only the approved versions of the Coca-Cola Zero Logo,

the Contour Bottle Symbol and the Contour Bottle Photo
Signage Design Standards_Horizontal Format 6.07
Horizontal Format: Customizable Signs

This format can be adapted to include simple customer
messaging (e.g., a store name) by book-ending the sign with
SuperMarket
the square-format designs as shown at right and specified
below.
Always apply the Design Standards for the Arden Square

and Contour Bottle (iconic Symbol or Photo) as provided in
the Core Brand Elements and Standards chapter (2.0).
• The height of the sign must be equal to the height of
the Arden Square.
• For executions more than 2 meters (about 6 ½ feet) wide,
utilize a square-format design on each end that features
the Arden Square only or in combination with the
Contour Bottle.
• For executions less than 2 meters wide, utilize a
SuperMarket
square-format design on each end that features the
Arden Square only.
• Maintain proper scaling of the Arden Square and Contour Use this version only for executions less than 2 meters (about 6 ½ feet) wide.
Bottle when resizing them.
• Maintain the Coca-Cola Zero color standards for the Arden
Square and Contour Bottle; the background color for the
SuperMarket
customizable area must always be white.
cues are necessary.
• The text of the custom message should be set in the
Gotham Medium font. Refer to the Typography section in
Use this version only for executions more than 2 meters wide.
the Core Brand Elements and Standards chapter (2.0) for
typography usage standards.
Signage Design Standards_Vertical Format 6.08
Vertical Format: Customizable Signs

Use the Contour Bottle, with its distinctive curvilinear form,
for executions of this format.
Always apply the Design Standards for the Contour Bottle

(iconic Symbol or Photo) as provided in the Core Brand
Elements and Standards chapter (2.0).
• Always place the customizable area at the bottom of the sign.
• The text of the custom message should be set in the Gotham
Medium font. Refer to the Typography section in the Core
Brand Elements and Standards chapter (2.0) for typography
usage standards.
• The customizable area must extend the full width of the sign
while not exceeding one quarter of the total sign height.
• Surround the Contour Bottle with clear space that is, at a x
minimum, the x-height of the “a” in “Coca.” This clear space
area is shown to the right as ‘x.’
never be cropped.
• The shape of the Contour Bottle must always remain the same.
• Maintain proper scaling of the Contour Bottle when resizing it
for various sign dimensions.
Bottle Symbol.
• The background color must always be black; the Contour
Bottle Symbol must be white with the Coke Red and black
Coca-Cola Zero Logo. No other colors, even if they’re in the
Brand color palette, are to be used.
Contour Bottle Photo may be utilized when refreshment cues
SuperMarket SuperMarket SuperMarket
are necessary. Clear Space
Signage Design Standards_Pitch Boards 6.09
Pitch Boards
Pitch boards offer a high-visibility, repeat-impression touchpoint
for the Brand in sports venues and stadiums. Applying the
Design Principle of Bold Simplicity is key for signage in these
environments, as all boards need to:
• Create on-site awareness from 30-40 meters
(about 120 feet) away.
• Maximize impact when viewed at a distance, whether live or
on television.
• Be consistent in appearance, regardless of size variations
across venues.
Use the precisely optimized compositions of the

Coca-Cola Zero Logo and Contour Bottle (iconic Symbol or
Photo), provided on the next page, for Pitch Board designs.
Signage Design Standards_Pitch Boards 6.10
Horizontal Format: Pitch Boards

Always apply the Design Standards for the Coca-Cola Zero Logo
and the Contour Bottle (iconic Symbol or Photo) as provided in
the Core Brand Elements and Standards chapter (2.0).
• To ensure a quick and easy read from a distance, do not
include any Brand messaging on Pitch Boards.
• Surround the Coca-Cola Zero Logo with clear space that is, at a 5:1 Ratio
never be cropped.
Symbol. 10:1 Ratio
Coca-Cola Zero Logo when resizing them to fit umbrellas.
• The preferred background color is black, but in venues
where black is not allowed, a white background with the
Coke Red and black Coca-Cola Zero Logo and a white
Contour Bottle Symbol may be used.
• The Contour Bottle Symbol is the preferred artwork, but
the Contour Bottle Photo may be utilized when refreshment
cues are necessary.
Umbrellas
Always apply the Design Standards for the Coca-Cola Zero Logo
and the Contour Bottle (iconic Symbol or Photo) as provided in the
Core Brand Elements and Standards chapter (2.0).
• To ensure a quick and easy read from a distance, do not
include any Brand messaging on umbrellas.
never be cropped.
Symbol.
Coca-Cola Zero Logo when resizing them to fit umbrellas.
• The preferred background color is black, but in venues
where black is not allowed, a white background with the
Coke Red and black Coca-Cola Zero Logo and a white
Contour Bottle Symbol may be used.
cues are necessary.
Fleet Design Standards 7.0
Contents
Overview .................................................................................7.02
Fleet: Graphic Archetype ........................................................7.03

Fleet: Graphic Standards ........................................................7.04
Fleet: Paint Color Standards ...................................................7.05
Fleet: Application Standards for Graphics and Decals ..........7.06
Delivery Truck Sides ............................................................. 7.07
Delivery Truck Front ............................................................. 7.08
Delivery Truck Rear .............................................................. 7.09
Route Trucks ........................................................................ 7.10
Event Trailers ....................................................................... 7.11
Automobiles ..........................................................................7.12
Pickup Trucks .......................................................................7.13
Vans ......................................................................................7.14
Overview
By virtue of their size, fleet graphics are some of the Brand’s
most visible expressions of identity. Since our System both owns
and controls this potent medium, fleet graphics bring ample
opportunity – and responsibility – to maximize their impact.
This chapter provides the standards for doing so, in particular:

• Applying graphics in a proper, consistent manner to all fleet
vehicles (trucks, vans and automobiles), and
• Ensuring that fleet graphics continuously and consistently
connect with consumers, whatever the environment and
circumstance.
Approved digital files of the Core Brand Elements and

customizable graphics for Fleet are available on the Design
Machine website at www.coca-coladesignmachine.com.
Please use only the approved versions supplied there.
Fleet: Graphic Archetype

The design of fleet graphics must always follow an established
archetype that is iconic, bold, simple and without Brand
messaging. This approach:
• Ensures that all vehicles used by Bottlers of
The Coca-Cola Company make a unified visual impression.
• Ensures that the Brand Identity is experienced consistently
within the totality of touchpoints.
• Maximizes impact at all times, even when both our vehicles
and consumers are in motion relative to each other.
• Provides a simple, uniform approach for implementation.
The archetype for fleet graphics is based upon the following:

A. The Coca-Cola Zero Design Principles of Bold Simplicity
and the Power of Black.
B. Discerning use of these Core Brand Elements, as shown
in this chapter:
• Contour Bottle (iconic Symbol or Photo)
• Black and Coke Red
The following pages in this chapter provide standards

for applying the archetype to key types and sizes of
fleet vehicles.
Fleet: Graphic Standards

These graphic standards apply to all trucks and vehicles
used by Bottlers of The Coca-Cola Company.
In General
• Do not include any Brand messaging on fleet graphics.
• Always apply the Design Standards for the Coca-Cola Zero Logo 2h
and Contour Bottle (iconic Symbol or Photo) as provided in
the Core Brand Elements and Standards chapter (2.0). 2h
• The background color must always be black and the color h
standards for the Coca-Cola Zero Logo and Contour Bottle
always apply. No other colors, even if they’re in the Brand color
palette, are to be used. 2h
• Apply the standards specific to each type of vehicle, per the
following pages.
2h
Coca-Cola Zero Logo
minimum, “hyphen height;” i.e., equal to the height of the h
h
• Maintain proper scaling when resizing the Coca-Cola Zero Logo
by following the graphic references included in this section and
x
scaling rules specified on the ‘Clear Space, Minimum Size, TM h
Scaling, Cropping’ page in the Core Brand Elements and h
Standards chapter (2.0).
h
Contour Bottle
• Use the Contour Bottle Symbol or Contour Bottle Photo only
as specified on the following pages. Clear Space
never be cropped.
Bottle Symbol.
• Maintain proper scaling when resizing the Contour Bottle by
following the graphic references included in this section and
scaling rules specified on the ‘Clear Space, Minimum Size, TM
Scaling, Cropping’ page in the Core Brand Elements and
Standards chapter (2.0).
Fleet: Application Standards for Graphics and Decals

Graphics for fleet application support the overall Brand Painted Graphics
Identity through visual consistency across the globe while • Only the Coca-Cola Zero Logo and Contour Bottle Symbol
accommodating variations in vehicle types and styling. may be painted.
− Never paint the Contour Bottle Photo.
In General • Only one stencil size of the Coca-Cola Zero Logo and
• Follow the carefully developed standards provided here to Contour Bottle Symbol is required for each vehicle size in
ensure a uniform visual impression. the fleet.
• Specific standards for delivery trucks, route trucks, event – Create a custom stencil for each graphic, using heavy
trailers, automobiles, pickup trucks and utility vans are gauge, transparent Mylar plastic.
provided on the following pages. – Follow the size and clearspace guidelines for vinyl decals.
• Maintain proper scale of the provided graphics when resizing
them for various vehicle sizes.
Vinyl Decals
Vinyl decals are the preferred means by which to render the
Coca-Cola Zero Logo and Contour Bottle (iconic Symbol or
Photo) onto fleet vehicles. Affix the decals according to their
application instructions.
To determine the appropriate decal size for the Coca-Cola

Zero Logo and Contour Bottle:
1. Measure, from top to bottom, the black space onto
which the decal will be applied (i.e., the side body panel of a
trailer, the door panel of a pickup truck).
2. Calculate the size of the decal so that its height is
approximately 50.8 - 76.2 mm (2 - 3 inches) less than the
total height of the black space.
3. While the ideal clear space around decals is approximately
50.8 - 76.2 mm (2 - 3 inches), make sure the minimum clear
space is in any case at least equal to the height of the
hyphen in the Coca-Cola Zero Logo.
Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.06
Delivery Truck Sides

Fleet graphics on large delivery trucks serve as mobile billboards.
Trailer Side Graphics

• Show the Coca-Cola Zero Logo and Contour Bottle on both sides
of the trailer.
– Use either the Contour Bottle Symbol or Contour Bottle Photo
on delivery trucks, but never both on the same panel.
• Position the Coca-Cola Zero Logo on the far left side of the trailer;
position the Contour Bottle upright on the far right side of
the trailer.
–The space between the Coca-Cola Zero Logo and Contour Bottle
will vary with the trailer length.
• Both graphics should be of equal height.
Side Cab Graphics

• Show the Coca-Cola Zero Logo on both sides of door panels of the
cab portion of the truck.
• Centrally position the Bottler’s name, address and any identifiers
required by law beneath the Coca-Cola Zero Logo.
Refer to the prior page, ‘Application Standards for Graphics and

Decals,’ as needed.
B o ttle r N a m e
A d d re ss
C ity, S tate Z ip
Delivery Truck Front

Front Graphic
• Center the Coca-Cola Zero Logo in the black space on the
“cab over” portion above the windshield.
• Since the Coca-Cola Zero Logo is the only graphic
identification when the truck is viewed directly from the front, be
sure to maximize its visibility above the cab.

Delivery Truck Rear

Rear Graphic
• The Contour Bottle is the preferred graphic for the rear panel
of the truck.
− Use either the Contour Bottle Symbol or Contour Bottle
Photo on delivery trucks, but never both on the same panel.
• Position the Contour Bottle upright and centered in the black
space, ensuring equal space on each side of the decal.
• If vertical space is limited (e.g., trucks with lift gates), the
Coca-Cola Zero Logo may be used instead, centered in the
black space with equal space on each side of the decal.

Route Trucks
Side Graphics
• Show the Coca-Cola Zero Logo and the Contour Bottle on both
sides of the trailer.
– Use either the Contour Bottle Symbol or Contour Bottle
Photo on route trucks, but never both on the same panel.
• Position the Coca-Cola Zero Logo on the far left side of the
trailer; position the Contour Bottle upright on the far right side
of the trailer.
– The space between the Coca-Cola Zero Logo and Contour
Bottle will vary with the trailer length.
Front Graphic
• Center the Coca-Cola Zero Logo in the black space on the
B o ttle r N a m e
A d d re ss
C ity, S tate Z ip
“cab over” portion above the windshield.

• As the Coca-Cola Zero Logo is the only graphic identification
when the truck is viewed directly from the front, be sure to
maximize its visibility above the cab.
Rear Graphic
• The Contour Bottle is the preferred graphic for the rear panel
of the trailer.
Photo on route trucks, but never both on the same panel.
• Position the Contour Bottle upright and centered in the black
space, ensuring equal space on each side of the decal.
• If vertical space is limited (e.g., trucks with lift gates), the
Coca-Cola Zero Logo may be used instead, centered in the
black space with equal space on each side of the decal.

Event Trailers
Side Graphics
• Show the Coca-Cola Zero Logo and Contour Bottle on both
sides of the trailer.
Photo on event trailers, but never both on the same panel.
• To ensure that the Coca-Cola Zero Logo is always visible,
position it on the panel below the window panel that lifts up.
• Show the Contour Bottle on the vertical panel that is alongside
the window panel. Position it upright and centered in the Coke
Red space of this panel.
Front Graphic
• Center the Coca-Cola Zero Logo in the black space above
the hitch portion of the trailer.
maximize its visibility above the vehicle pulling it.
Rear Graphic
• Position the Contour Bottle upright on the rear door of the
trailer. Center it in the black space, ensuring equal space
on each side of the decal.
Photo on event trailers, but never both on the same panel.

Automobiles
Side Graphics
sides of the automobile.
– Use either the Contour Bottle Symbol or the Contour Bottle
Photo on automobiles, but never both on the same panel.
• Position both graphics in the area between the front and back
wheels and below the side windows, with:
− Coca-Cola Zero Logo on the far left side, and
− The Contour Bottle upright on the far right side.
• The space between the Coca-Cola Zero Logo and Contour
Bottle will vary with the automobile length.
Front Graphic
• Centrally position the Coca-Cola Zero Logo in the black space of
the hood, ensuring equal space on each side of the decal.
when the automobile is viewed directly from the front, be sure
to maximize its visibility on the hood.
Rear Graphics
• Position the Coca-Cola Zero Logo on the left side of
the bumper.
• Position the Contour Bottle on the right side of the bumper.

Pickup Trucks
Side Graphics
• Show the Coca-Cola Zero Logo and Contour Bottle on both
sides of the truck.
– Use either the Contour Bottle Symbol or the Contour Bottle
Photo on pickup trucks, but never both on the same panel.
• Centrally position the Coca-Cola Zero Logo in the area between
the front and back wheels and below the side window.
• Position the Contour Bottle upright between the back wheel
and bumper.
Front Graphic
• Centrally position the Coca-Cola Zero Logo in the black
space of the hood, ensuring equal space on each side of
the decal.
maximize its visibility on the hood.
Rear Graphics
• Position the Coca-Cola Zero Logo on the far left side of
the truck gate.
• Position the Contour Bottle upright on the far right side
of the gate.

Vans
Side Graphic with Visible Cargo Windows
sides of the van.
Photo on vans, but never both on the same panel.
the front and back wheels and below the side window
(driver/front passenger).
• Position the Contour Bottle upright between the back wheel
and bumper.
Side Graphic with No or Painted Cargo Windows

the side window (driver/front passenger) and the back edge of
the van.
• Position the Contour Bottle upright on the side door
(driver/front passenger).
Front Graphic
• Centrally position the Coca-Cola Zero Logo in the black
space of the hood. Ensure:
– Equal space on each side of the decal.
– That the bottom edge of the decal is approximately
38.10 mm (1.5 inches) above the seam where the
hood meets the grill.
Rear Graphic
• Position the Coca-Cola Zero Logo on the far left side of the left
rear door.
• Position the Contour Bottle upright on the far right side of the
right rear door.

Trademark Usage Requirements 8.0
Trademark Policies of The Coca-Cola Company

Our trademarks include some of the best-known and most well known and famous trademarks (such as COCA-COLA In creating slogans that include trademarks, do not use
well-recognized trademarks in the world. As a result, our and COKE) can also be used as proper nouns. Example: hyphens to link the trademarks to other words in the slogan.
trademarks are among the most valuable assets of TCCC.
If they are used properly, TCCC’s valuable and distinctive Correct : Enjoy a COKE ZERO. Incorrect Example: Hoorah-Coca-Cola Zero.
trademarks can be kept forever. However, with improper Incorrect: I bought a ZERO yesterday.
use, we run the risk of losing one or more of our trademarks Do not change in any way the spelling of a word mark.
altogether. If a trademark is used as a proper noun, care must be taken For example, do not change the spelling of
that the trademark is not used in a way that suggests that it is “COCA-COLA ZERO” so that it reads “COKA-KOLA ZERO.”
Because of the importance of TCCC’s trademarks, it is an everyday, generic term for a type of product. For this
the policy of TCCC that all employees of TCCC must help reason, use of a trademark as a proper noun should be Beverage products should not be described as “original”
safeguard its trademarks and be aware of the rules and evaluated on a case-by-case basis by appropriate TCCC or “genuine” or otherwise identified in a way that could
guidelines for proper use of TCCC’s trademarks. These Trademark Counsel. suggest that others have similar products. Examples of
policies and procedures for trademark protection and use such exceptions are: the phrase “Original Formula” used
should be followed to ensure consistent use and continued Use of our trademarks in the possessive or plural forms is for COCA-COLA ZERO.
protection of our trademarks. The policies apply regardless discouraged, and all such uses must be approved by the
of whether a proposed use of TCCC’s trademarks is appropriate TCCC Trademark Counsel. Example: Brand Integrity Principles
internal or external. There are certain trademark use principles that relate to the
Correct: 2 Coca-Cola Zero products for $4 integrity of the brands in connection with which TCCC’s
There are a number of trademark use rules that apply to all Incorrect : 2 Coke Zeros for $4 trademarks are used. Those principles generally relate to
of TCCC’s trademarks. Consistent use of TCCC’s marks in making consistent use of trademarks in a particular way and
accordance with these rules strengthens the rights in A trademark should never be used as a generic name for a avoiding “combining” the elements or identities of different
TCCC’s marks and enhances their value. Exceptions, rarely, category of products, or as a verb, a common noun, or any brands. They are designed to ensure that TCCC’s
if ever, should be made. If you believe that an exception to part of speech other than an adjective or a proper noun. Our trademarks are used in ways that strengthen TCCC’s rights
any of these rules is appropriate, advance approval must be rights to our trademarks are strengthened and maintained in each of its trademarks.
obtained. These rules include the following: when we use them properly and do not suggest that they are
common, everyday terms that can be used to refer to For trademarks that have a particular typeface, font,
A trademark should, whenever possible, be used as an products of many companies. presentation or design element associated with them, use
adjective and followed by a generic term, so that it is clear only graphic presentations that are approved.
that the trademark refers to a specific product that is of a In materials distributed outside TCCC, a trademark should,
particular type. whenever possible, be displayed in a format that sets it apart Presenting the trademark COCA-COLA in Spencerian script.
from other text, makes it stand out, and indicates that it is a
Example: Drink COCA-COLA ZERO soft-drinks. trademark, such as in all CAPITAL LETTERS, in “quotation
marks,” or in a special script, italics, or bold print.
If the context is clear that the reference is to a specific
product of TCCC identified by the trademark, a trademark Example: This store sells COKE, DIET COKE and
can also be used as a proper noun. Trademarks of TCCC, COCA-COLA ZERO.
Trademark Policies of The Coca-Cola Company

Particular typefaces, fonts, presentations and design elements The addition of a prefix or suffix to a trademark, or otherwise Example: XYZ is a registered trademark of XYZ Associates,
are generally associated with only one brand. Do not use using an existing trademark as a “stem” for a new word or Inc. COCA-COLA ZERO and the Dynamic Ribbon
elements that have been approved for one brand with a trademark is an improper variation. Example: Device are trademarks of The Coca-Cola Company.
different brand. Example:
Incorrect: Using words or phrases such as “COKEVILLE” Even in cases where the third party does not require a legal
Correct: Using the Dynamic Ribbon Device with brand or “ZEROtastic.” line, we still need to insert the appropriate TCCC legal line.
COCA-COLA ZERO.
Alteration of any of the words of a slogan trademark is an Every term in the corporate name “The Coca-Cola Company”
Incorrect: Using the Dynamic Ribbon Device with brand improper variation of the trademark. Example: should have the initial letter capitalized, including the letter “T”
FANTA. in the word “The.”
Incorrect: Using slogans such as “That is Possible”
Do not add any graphic or other design elements to an instead of “It’s Possible.” The trademark “COCA-COLA ZERO” should always be
existing trademark of TCCC without approval for the use of presented as a unitary phrase, and the words “Coca” and
those additional elements. For example, adding additional There are many occasions when one or more of TCCC’s “Cola” and “Zero” should not be split on different lines
flourishes to the letters of COCA-COLA when it is presented trademarks is used together with trademarks owned by others. or separated. When using word processing programs,
in Spencerian script. Such situations can arise in conjunction with sponsorship by use a “non-breaking hyphen” for the hyphen in
TCCC of events or organizations (such as the Olympics or “COCA-COLA ZERO.”
Certain of the containers and packaging used by TCCC are the FIFA World Cup), as part of joint promotional activities,
proprietary to TCCC and can serve as trademarks. You must and/or in advertising or other uses by parties that have a right Spencerian script that is used for the “COCA-COLA” trademark
never use the Contour Bottle on FANTA, ODWALLA, SPRITE to use our trademarks. should not be used for anything other than trademarks incorpo-
or other products other than COCA-COLA brand beverages. rating “COCA-COLA,” “COKE,” “DIET COKE,” “COCA-COLA
All uses of trademarks of TCCC together with trademarks LIGHT” and “COCA-COLA ZERO” and the trade names of The
Slogans should be used only in connection with the product owned by other companies should be reviewed and approved Coca-Cola Company, its subsidiaries and its bottlers.
for which they are intended. Example: by the appropriate TCCC Trademark Counsel.
The hyphen in “COCA-COLA ZERO” is an integral part of the
Correct: Coca-Cola Zero, It’s Possible. When a trademark of another party appears on packaging or trademark. Always include the hyphen whenever the trademark
Incorrect: Coke Zero, Obey Your Thirst. in advertising for one of TCCC’s beverage products, the is displayed, even if the materials on which the graphics are
relationship between the other party and TCCC must be clear based are archival pieces that do not include the hyphen.
There are many ways in which TCCC’s trademarks can be from the context, and the materials must reflect that only
adapted, modified and/or combined with other materials. TCCC’s trademark is the trademark for the beverage product. Do not suggest that the shape of the COCA-COLA Contour
Such variations can sometimes strengthen the original All such uses must be reviewed by the appropriate TCCC Bottle (or any other proprietary bottle) has a functional
trademark, but could sometimes be potentially damaging for Trademark Counsel or Operations Counsel, in accordance benefit. Refer to such bottles as containers or packaging that
legal or other reasons. All such variations could result in the with the standard practice of your Group, so that clarifying are distinctive and identify TCCC’s products. Example:
creation of a new trademark that could infringe the rights of language can be added if necessary. WRONG: “The shape of the Contour Bottle makes it easier to
other parties and therefore would need to be searched and get a firm grip on the bottle.”
cleared prior to use. For these reasons, it is important that all With limited exceptions, legal lines must accompany our
such proposed variations be submitted for approval to the trademarks whenever a trademark of another party appears Use the Dynamic Ribbon Device only in relation to the
appropriate TCCC Trademark Counsel prior to use. with one of our trademarks, whether on packaging, vending “COCA-COLA” family of beverages or as a reference to
machines, the Internet or otherwise. Such legal lines must TCCC. Do not combine the Dynamic Ribbon Device with
identify the trademarks owned by TCCC and assert TCCC’s third-party trademarks to create a new design or trademark.
ownership of them.
Identity Standards Management Team 9.0
and Process
Identity Standards Management Team and Process 9.01
Contents
Standards Management Principles ........................................9.02
Standards Management Process and Accountability ............9.03
Brand Standards Council........................................................9.04
Standards Management Principles

Principles for Alignment to Standards
• The Identity and Design Standards are meant to drive quality,
consistency and productivity across the System worldwide.
• It is the responsibility of each entity described herein to work
towards and have a plan for aligning to the Identity and
Design Standards.
• An assessment process will be put in place so that,
periodically, the Company can understand our progress.
Principles for Exceptions

• The Standards, as written, should be the overwhelming norm.
Therefore, exceptions should be very limited.
• A request for an exception must have a valid Business Case
and be planned in advance. No work outside of the Standards
should be started until an approval has been granted.
• An exception may have a maximum presence in market of
3 months and may only be leveraged once per year.
Roll-out standards Roll-out standards Roll-out standards
High Level Process
Global Group Business Unit Bottler/Local
Standard Amplification Localization Execution

(Brand, Design and Legal) (Brand, Design and Legal) (Brand) (Commercialization)
Report plans and Report plans and Report plans and

exception requests exception requests exception requests
Standards Management Process and Accountability


(Brand, Design and Legal) (Brand, Design and Legal) (Brand) (Commercialization)
• Uphold and train Groups on Identity • Uphold and train Business Units on • Uphold and train Bottlers on Identity • Responsible for implementing
and Design Standards Identity and Design Standards and Design Standards Standards in Bottler/Local Projects
• Responsible for implementing • Responsible for implementing • Responsible for implementing

Standards in Global Projects Standards in Group Projects Standards in Business Unit Projects
• Responsible for implementing and • Review and record exception requests • Review and record exception requests
renewing Identity and Design from Business Units from Bottlers or other local entities
Standards
• Deny exception requests or approve • Deny exception requests or approve
• Review and record exception requests for escalation to Global for escalation to Group
from Groups
• All Exception Rights are approved at

Global
Brand Standards Council

The following are the primary contacts for reporting roll-out and adoption plans for the Brand roles defined on the previous pages. Emails to the Group should only come from that Group or
Standards. Where exception requests have a valid business case attached and will not live in Business Units within that Group.
market for more than 3 months, these contacts will also review exception requests as per their

(Brand, Design and Legal) (Brand, Design and Legal) (Brand) escalation to Group (Commercialization)
Brand: Cristina Bondolowski, EUG Brand: Regina Wurz-Janssens

Derk Hendriksen EUG Design: Karen Fream
EUG Legal: Barry Gerber
Design: Todd Brooks, Email: brandstandards@eur.ko.com
Lisa Motto,
Vince Voron EAG Brand: Sedef Salingan Sahin
EAG Design: Elif Tokat
Legal: Danise van Vuuren-Nield, EAG Legal: Linda Spencer
Bernadette Drankoski Email: brandstandards@afr.ko.com
LatAm Brand: Cynthia Gonzalez

LatAm Design: Guido Rosales
LatAm Legal: Roxana Penagos
Email: brandstandards@la.ko.com
Pacific Brand: Shakir Moin

Pacific Design: Shakir Moin
Pacific Legal: Rachel Peterson
Email: brandstandards@apac.ko.com
Japan Brand: Santiago Bargagna

Japan Design: Hide Matsunaga
Japan Legal: Hirotoshi Adachi
Email: brandstandards@apac.ko.com
NA Brand: Caren Pasquale Seckler

NA Design: Frederic Kahn
NA Legal: Jim Dudukovich/Pamela Mallari
Email: brandstandards@na.ko.com

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Coca-Cola Zero

Brand Identity and Design Standards

Conﬁdential | ©2009 The Coca-Cola Company. All Rights Reserved.

Please note that updates to the Brand Identity and Design

Strategic Overview......................................................... 1.0

Packaging Design Standards ........................................ 3.0

Point-of-Sale Design Standards .................................... 4.0

Equipment Design Standards ........................................ 5.0

Signage Design Standards ............................................ 6.0

Fleet Design Standards ................................................. 7.0

Trademark Usage Requirements ................................... 8.0

Identity Standards Management Team and Process .... 9.0

Why Do We Need Identity and Design Standards? ...............1.03

Who Should Use These Identity and Design Standards? ......1.04

Identity and Design Standards: Foundation ...........................1.05

Design Principles ....................................................................1.06

Strategic Framework: Overview .............................................1.07

Strategic Framework: Applied ................................................1.08

Making the Identity and Design Standards a

What is a Brand Identity?

Central to all touchpoints are the brand’s defining – or

Core Brand Elements in Execution

Why Do We Need Identity and Design Standards?

System-wide Identity and Design Standards are a longstanding

2. Leverage the Scale of our System Across All Markets

3. Provide More Consistency and Quality Across the System

4. Facilitate Increased System-wide Productivity

Who Should Use These Identity and Design Standards?

More specifically, the Brand Standards should be used

Always make sure partners, agencies and third parties have

Conﬁdential | ©2009 The Coca-Cola Company. All Rights Reserved.

All Other Parties

Identity and Design Standards: Foundation

Coca-Cola Zero: Brand Vision and Architecture (BVA)

These Principles drive the design of all touchpoints for

Apply these Principles whenever new executions are created.

2. Real and Genuine

4. Bold and Unexpected

Strategic Framework: Overview

2. The Design Standards further define and articulate

Sustaining Campaigns Properties Customer

Strategic Framework: Applied

Packaging Equipment Signage Fleet

Sustaining Campaigns Properties Customer

Making the Identity and Design Standards a System-wide Success

Consistently using a common set of elements enables

This chapter provides an overview of each Core Brand Element –

Approved digital ﬁles of the Core Brand Elements, customizable

Coca-Cola Zero Logo

The Spencerian Script, carried over from the Coca-Cola Brand,

The Spencerian Script that is used for the

We are committed to using the Coca-Cola Zero Logo in its

Use only the approved versions of the Coca-Cola Zero Logo

Restricted-use Coca-Cola Zero Logo

Clear Space, Minimum Size, TM Scaling, Cropping

Minimum Print Size

Minimum Onscreen Size

Horizontal Limited Use

Primarily, this version of the Coca-Cola Zero Logo should be

The black background shown in Ref. 2 is preferred. Your choice

The Coca-Cola Zero Logo Lock-up should not be altered.

Horizontal Safe Area

The black background shown in Ref. 2 is preferred. Your choice